Relationship marketing as promise management

Research output: Chapter in Book/Report/Conference proceedingChapterScientific

Original languageEnglish
Title of host publicationThe SAGE Handbook of Marketing Theory
EditorsPauline Maclaran, Michael Saren, Barbara Stern, Mark Tadajewski
Number of pages16
Place of PublicationThousand
PublisherSage publications
Publication date2010
Pages397-412
ISBN (Print)978-1-84787-505-1
Publication statusPublished - 2010
MoE publication typeB2 Book chapter

Keywords

  • KOTA2010

Cite this

Grönroos, C. (2010). Relationship marketing as promise management. In P. Maclaran, M. Saren, B. Stern, & M. Tadajewski (Eds.), The SAGE Handbook of Marketing Theory (pp. 397-412). Sage publications.