Marketing can be viewed as promise management: making promises to customers through value propositions, and facilitating the customer’s realization of this potential value. Marketing, therefore, can not be conducted by a single functional unit within the firm. It must be distributed as a cultural and behavioral standard throughout the firm, from operations, to repair and maintenance, to service provision as well as training and help desk.
Marketing As Promise Management: an Economics For Business encapsulation.
Marketing As Promise Management: Original Paper by Christian Gronroos, CERS Center For Relationship Marketing and Service Management, Hanken School Of Economics Finland, Helsinki, Finland