Marketing as promise management: regaining customer management for marketing

Christian Grönroos

doi:10.1108/08858620910966237

Marketing as promise management: regaining customer management for marketing

Christian Grönroos

Marketing, Helsinki

Research output: Contribution to journal › Article › Scientific › peer-review

129 Citations (Scopus)

Original language	English
Peer-reviewed scientific journal	Journal of Business & Industrial Marketing
Volume	24
Issue number	5/6
Pages (from-to)	351-359
Number of pages	9
DOIs	https://doi.org/10.1108/08858620910966237
Publication status	Published - 2009
MoE publication type	A1 Journal article - refereed

Keywords

Marketing theory
Business-to-business marketing
Relationship marketing
DOMINANT LOGIC
VALUE CREATION
CORPORATION

Access to Document

10.1108/08858620910966237

OpenUrl availability

Full text

Cite this

@article{75ec634c77a640fea337aae7de5adb8b,

title = "Marketing as promise management: regaining customer management for marketing",

keywords = "Marketing theory, Business-to-business marketing, Relationship marketing, DOMINANT LOGIC, VALUE CREATION, CORPORATION",

author = "Christian Gr{\"o}nroos",

year = "2009",

doi = "10.1108/08858620910966237",

language = "English",

volume = "24",

pages = "351--359",

journal = "Journal of Business & Industrial Marketing",

issn = "2052-1189",

publisher = "Emerald Group Publishing",

number = "5/6",

}

TY - JOUR

T1 - Marketing as promise management: regaining customer management for marketing

AU - Grönroos, Christian

PY - 2009

Y1 - 2009

KW - Marketing theory

KW - Business-to-business marketing

KW - Relationship marketing

KW - DOMINANT LOGIC

KW - VALUE CREATION

KW - CORPORATION

U2 - 10.1108/08858620910966237

DO - 10.1108/08858620910966237

M3 - Article

SN - 2052-1189

VL - 24

SP - 351

EP - 359

JO - Journal of Business & Industrial Marketing

JF - Journal of Business & Industrial Marketing

IS - 5/6

ER -