INDEX: 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: A 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 Relationship Marketing. 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 Contemporary Marketing Theory. Index.