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 Groenroos. One of the fathers of the school of service marketing and management that has internationally been labelled as The Nordic School of thought, Christian Groenroos 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: 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