search query: @author Gronroos, C. / total: 6
reference: 4 / 6
| Author: | Gronroos, C. |
| Title: | Defining marketing: a market-oriented approach. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:1, p. 52-60 |
| Index terms: | MARKETING SCANDINAVIA MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | The recently renewed American definition of marketing is discussed. Its appropriateness in view of the modern marketing research in Finland and the Scandinavian countries is examined. The marketing concept and marketing mix models are reviewed. A definition of marketing, which is more geared to the nature of modern marketing research and practice in Northern Europe is put forward. The marketing function is analysed. Customer relation is examined and described as the cornerstone of marketing. The role of promises in marketing is discussed. Theoretical conclusions are summarized. |
SCIMA