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 volumes, is a tribute to Dr. Christian Grönroos. One of the fathers of the school of service marketing and management that has internationally been labelled as The Nordic School of thought, Christian Grönroos 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. This set includes:Volume 1: Service MarketingEditor: Raymond P FiskVolume 2: Service ManagementEditor: Bo EdvardssonVolume 3: Service LogicEditor: Tore StrandvikVolume 4: Service QualityEditor: Larry CrosbyVolume 5: Relationship MarketingEditor: David BallantyneVolume 6: Marketing TheoryEditor: Rod BrodieVolume 7: Marketing CommunicationEditor: Don SchultzVolume 8: Internal Marketing, Research Approach, and Other WorksEditor: Lars-Johan Lindqvist