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| 作者简介： Christian Gronroos is Professor of Service and Relationship Marketing at the Hanken Swedish School of Economics and Business Administration in Finland. He is also the Chairman of the board of its research and knowledge centre, CERS - Centre for Relationship Marketing and Service Management. He is the author of the best-selling textbook Service Management and Marketing - now in its third edition. Gr6nroos is a pioneer in his field and is one of the first to be associated with the term 'service management' to describe market-oriented management. |
| Preface Introduction: I Did It My Way Chapter 1 Marketing - A Discipline in Crisis Part One Articles on Service Marketing Chapter 2 A Service-Orientated Approach to Marketing of Services Chapter 3 An Applied Service Marketing Theory Chapter 4 A Service Quality Model and its Marketing Implications Chapter 5 Marketing Services: The Case of a Missing Product Part Two Articles on Relationship Marketing Chapter 6 Relationship Approach to Marketing in Service Contexts The Marketing and Organizational Behavior Interface Chapter 7 Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm Chapter 8 Relationship Marketing: Challenges for the Organization Chapter 9 The Relationship Marketing Process: Communication, Interaction, Dialogue, Value Part Three A New Logic for Marketing Chapter 10 Adopting a Service Logic for Marketing Conclusion: Towards a Contemporary Marketing Theory Index |
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