Marketing as promise management: regaining customer management for marketing

Research output: Contribution to journalArticleScientificpeer-review

73 Citations (Scopus)
Original languageEnglish
Peer-reviewed scientific journalJournal of Business & Industrial Marketing
Volume24
Issue number5/6
Pages (from-to)351-359
Number of pages9
DOIs
Publication statusPublished - 2009
MoE publication typeA1 Journal article - refereed

Keywords

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

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