Total Relationship Marketing
- 2nd Edition - July 22, 2002
- Imprint: Butterworth-Heinemann
- Author: Evert Gummesson
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 5 1 9 3 7 - 1
Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship… Read more
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Request a sales quoteTotal Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing.
A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.
Executive courses in Marketing Management/Strategy, Relationship Marketing, Customer Services, Marketing Communications at final year undergraduate and MBA; General marketing options on MBA, CIM Professional Postgraduate Diploma and Chartered Marketer courses; Marketing Managers, Product Managers, Marketing Directors.
Rethinking Marketing; Classic market relationships; Special market relationships; Mega relationships; Nano relationships; Do relationship marketing and CRM pay?; Relationship marketing, the network organization and the network society; The genesis of relationship marketing and CRM; In conclusion: relationship marketing is a paradigm shift!
- Edition: 2
- Published: July 22, 2002
- Imprint: Butterworth-Heinemann
- No. of pages: 350
- Language: English
- eBook ISBN: 9780080519371
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Evert Gummesson
Evert Gummesson is one of Europe's leading marketing thinkers. He has a major international reputation based on his teaching, writing and consultancy in Europe, the UK and North America. Since the first edition of Total Relationship Marketing, Evert Gummesson has received two awards for his pioneering work in marketing: "The Year 2000 Award For Leadership In The Services Field" presented by The AMA and The Chris Ottander Prize, a Swedish award sponsored by the leading business weekly Veckans Affärer.
Affiliations and expertise
Professor of Service Management and Marketing, School of Business, Stockholm University, Sweden