In Search of a New Logic for Marketing: Foundations of Contemporary Theory |
 enlarge | Author: Christian Gronroos
Publisher: Wiley
Category: Book
Buy New: $38.88
New (19) Used (9) from $38.88
Rating:  1 reviews
Sales Rank: 1573416
Media: Paperback
Pages: 236
Number Of Items: 1
Shipping Weight (lbs): 0.9
Dimensions (in): 9.5 x 6.5 x 0.7
ISBN: 0470061294
Dewey Decimal Number: 658.8001
EAN: 9780470061299
Publication Date: April 11, 2008
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Good Condition, Dispatched from UK, delivery time 10 to 12 Working days
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Editorial Reviews:
Product 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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Customer Reviews:
A very interesting point of view April 29, 2008
Leopoldo Gomez Perera (Dominican Republic)
Although the book is a collection of articles published previously by the author, it gives the reader a very fresh and interesting perspective on service marketing theory. The Nordic school of marketing always has been a thought leader and this book presents some of its most insightful ideas.
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