In Search of a New Logic for Marketing features 9 previously published journal articles written by Christian Grönroos between 1979 to-date. Four of the articles are on service marketing and four on relationship marketing. 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.

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