Marketing as promise management – Christian Grönroos

Dr. Christian Grönroos, the first non-US person to make it into the  ‘Legends in Marketing’, has been instrumental in redefining service marketing and management. In this clip he talks about marketing as ‘promise management’ – where marketing is “viewed as a process of enabling and making promises as well as keeping promises in order to meet expectations created by promises made. Value creation in customer processes is considered the goal for marketing. It is claimed that by taking this view marketing can once again take full responsibility for customer management”.

From a lean perspective, understanding service value, as distinct from physical product value, is critical and can lead to the development of radically different service delivery models.