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 Marketing
Editor: Raymond P Fisk
Volume 2: Service Management
Editor: Bo Edvardsson
Volume 3: Service Logic
Editor: Tore Strandvik
Volume 4: Service Quality
Editor: Lawrence A. Crosby
Volume 5: Relationship Marketing
Editor: David Ballantyne
Volume 6: Marketing Theory
Editor: Roderick J. Brodie
Volume 7: Marketing Communication
Editor: Donald E. Schultz
Volume 8: Internal Marketing, Research Approach, and Other Works
Editor: Lars-Johan Lindqvist
