Description

The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.

In Search of a New Logic for Marketing: Foundations of Contemporary Theory

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Paperback / softback by Christian Gronroos

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The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles... Read more

    Publisher: John Wiley & Sons Inc
    Publication Date: 12/01/2007
    ISBN13: 9780470061299, 978-0470061299
    ISBN10: 0470061294

    Number of Pages: 240

    Non Fiction , Business, Finance & Law

    Description

    The book features 9 previously published journal articles written by Christian Gronroos between 1979 to date. Four of the articles will be on service marketing and four on relationship marketing, which emphasize his knowledge and expertise in the field of service, and relationship marketing during the last 27 years. The articles build to form a clear picture of the continuous development of the field, leading to a synthesis article and a comprehensive concluding chapter. The author offers an alternative to the mainstream marketing mix logic and has consistently pursued the search for an alternative logic for marketing.

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