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Emerald Group Publishing Limited

Marketing as promise management: regaining customer management for marketing

442 views 2 years ago
One of Emerald's most esteemed and popular authors, Dr. Christian Grönroos has been Professor of Service and Relationship Marketing at Hanken School of Economics, Finland since 1999. His article appears in the Journal of Business & Industrial Marketing.

In today's competitive markets where market offerings are far more complicated and customer interfaces are far broader than conventional marketing models assume, marketing has become increasingly tactical and has lost control of the customer management process. The purpose of Dr Grönroos' work is to develop a promise management-based approach to marketing with the goal of regaining customer management for marketing.

Download the article: http://www.emeraldinsight.c...
Read more
One of Emerald's most esteemed and popular authors, Dr. Christian Grönroos has been Professor of Service and Relationship Marketing at Hanken School of Economics, Finland since 1999. His article appears in the Journal of Business & Industrial Marketing.

In today's competitive markets where market offerings are far more complicated and customer interfaces are far broader than conventional marketing models assume, marketing has become increasingly tactical and has lost control of the customer management process. The purpose of Dr Grönroos' work is to develop a promise management-based approach to marketing with the goal of regaining customer management for marketing.

Download the article: http://www.emeraldinsight.c... Show less
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