In Search of a New Logic for Marketing

Discover the groundbreaking insights of Christian Grönroos in his influential book, In Search of a New Logic for Marketing, published by John Wiley & Sons Inc in 2007. This compelling paperback features a collection of nine previously published journal articles, showcasing Grönroos's extensive expertise in the fields of service and relationship marketing over the past 27 years. With a total of 240 pages, this book delves into four pivotal articles focused on service marketing and four that explore relationship marketing, making it an essential read for marketing professionals and scholars alike. Grönroos’s innovative approach challenges traditional marketing paradigms, offering fresh perspectives that will inspire and educate readers. Enhance your marketing knowledge and strategies with this must-have resource from one of the leading voices in the industry.