Legends in Marketing: Christian Gronroos

The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This seventh set in the series, consisting of 8...
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The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This seventh set in the series, consisting of 8 volumes, is a tribute to Dr. Christian Gronroos. One of the fathers of the school of service marketing and management that has internationally been labelled as The Nordic School of thought, Christian Gronroos has came out as the professor with the highest impact in two separate studies about the academic and societal impact of professors in business administration in Finland in 2007. Volumes in this set include: Volume 1: Service Marketing Editor: Raymond P Fisk Volume 2: Service Management Editor: Bo Edvardsson Volume 3: Service Logic Editor: Tore Strandvik Volume 4: Service Quality Editor: Larry Crosby Volume 5: Relationship Marketing Editor: David Ballantyne Volume 6: Marketing Theory Editor: Rod Brodie Volume 7: Marketing Communication Editor: Don Schultz Volume 8: Internal Marketing, Research Approach, and Other Works Editor: Lars-Johan Lindqvist.