In Search Of A New Logic For Marketing

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. In Search of a New Logic for Marketing is a unique collection of journal articles, illustrating 30 years of Christian Grönroos’ research into service marketing and its extensions into relationship marketing. Christian Grönroos portrays the reasons for his search and how it all began. He depicts the difficulties he encountered as a student who challenged the established truths. The book features eight journal articles on service marketing and relationship marketing published between 1978 and 2006 in which Gönroos demonstrates how his service logic based marketing theory evolves. His scientific background is that of the Nordic School of marketing, according to which nothing is constrained under scientific paradigms. Everything can and should be challenged. The final part of the book discusses the foundations for contemporary marketing theory based on a service logic perspective. Grönroos challenges the convenience of the marketing mix metaphor and the exchange concept. He distinguishes interactions and relationships in networks as essential elements of today and introduces a promises management process, integrating several organizational functions as a backbone of contemporary marketing. 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.