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In Search of a New Logic for Marketing : Foundations of Contemporary Theory, Paperback / softback Book

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

Paperback / softback

Available to Order - This title is available to order, with delivery expected within 2 weeks

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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£46.95

£43.09

Available to Order - This title is available to order, with delivery expected within 2 weeks
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