Main description:
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 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.
Customer Relationship Management (CRM) is a key feature throughout this newly revised edition
Comprehensive coverage on the Internet, e-Business and one-to one marketing
New examples, cases, concepts and references have been added to aid the reader
Table of contents:
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!
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 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.
Customer Relationship Management (CRM) is a key feature throughout this newly revised edition
Comprehensive coverage on the Internet, e-Business and one-to one marketing
New examples, cases, concepts and references have been added to aid the reader
Table of contents:
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!
'An informed and innovative approach . . . Gummesson has provided a vivid demonstration of the ubiquity of relationships in marketing.'
PHILIP KOTLER, Distinguished Professor of International Marketing, Northwestern University, USA
"There is no one I know who knows more about relationship marketing than Evert Gummesson. In this third edition of Total Relationship Marketing he provides an informed and innovative approach to relationship marketing, CRM, Return on Relationships, and the suppliers' and customers' roles in the valuecreating network economy."
Philip Kotler
S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA
"A corporation, its employees and management operate within multiple relationships to customers, suppliers, the media, banks and numerous others. With its broad approach to relationship marketing Gummesson's book has become a classic. This updated third edition clearly shows the critical role of relationships for the enhancement of service and profits in today's economic reality."
Thomas Sattelberger
Chief Human Resources Officer and Member of the Board of Management, Deutsche Telekom AG, Bonn, Germany
"In this third edition of Total Relationship Marketing
Evert Gummesson integrates his thirty relationships with new developments in marketing, among them the service-dominant logic, the network thinking of manyto-
many marketing, and the value-creating economy where intellectual capital is many times as important as its financial capital. Do as the author says: Put on the relationship eye-glasses and rethink your marketing!"
Leif Edvinsson
President of UNIC and Professor of Intellectual Capital, Lund University,Sweden, and the Hong Kong Polytechnic University
"Evert Gummesson invites readers to think about relationship marketing in new and exciting ways. This is a fascinating, worthwhile book."
Leonard L. Berry
Distinguished Professor of Marketing, the Mays Business School, Texas A&M University, USA
"The ideas of Gummesson's book are trend-setting realities in the new context of today's business, characterized by networks and relationships.
Particularly important for all managers, whether they are responsible for specific marketing aspects of a firm's value creation, or whether they are general managers."
Peter Lorange
President and The Nestlé Professor, IMD, Lausanne, Switzerland
"Evert Gummesson is a pioneer in the field of relationship marketing. He is an original and stimulating thinker whose insights and ideas are essential reading for anyone who is seeking to understand the role of marketing in a rapidly changing global environment. This book is an important contribution to the literature of marketing."
Michael J. Baker
Professor Emeritus, Founding Editor Journal of Marketing Management and Journal of Customer Behaviour, UK
PHILIP KOTLER, Distinguished Professor of International Marketing, Northwestern University, USA
"There is no one I know who knows more about relationship marketing than Evert Gummesson. In this third edition of Total Relationship Marketing he provides an informed and innovative approach to relationship marketing, CRM, Return on Relationships, and the suppliers' and customers' roles in the valuecreating network economy."
Philip Kotler
S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA
"A corporation, its employees and management operate within multiple relationships to customers, suppliers, the media, banks and numerous others. With its broad approach to relationship marketing Gummesson's book has become a classic. This updated third edition clearly shows the critical role of relationships for the enhancement of service and profits in today's economic reality."
Thomas Sattelberger
Chief Human Resources Officer and Member of the Board of Management, Deutsche Telekom AG, Bonn, Germany
"In this third edition of Total Relationship Marketing
Evert Gummesson integrates his thirty relationships with new developments in marketing, among them the service-dominant logic, the network thinking of manyto-
many marketing, and the value-creating economy where intellectual capital is many times as important as its financial capital. Do as the author says: Put on the relationship eye-glasses and rethink your marketing!"
Leif Edvinsson
President of UNIC and Professor of Intellectual Capital, Lund University,Sweden, and the Hong Kong Polytechnic University
"Evert Gummesson invites readers to think about relationship marketing in new and exciting ways. This is a fascinating, worthwhile book."
Leonard L. Berry
Distinguished Professor of Marketing, the Mays Business School, Texas A&M University, USA
"The ideas of Gummesson's book are trend-setting realities in the new context of today's business, characterized by networks and relationships.
Particularly important for all managers, whether they are responsible for specific marketing aspects of a firm's value creation, or whether they are general managers."
Peter Lorange
President and The Nestlé Professor, IMD, Lausanne, Switzerland
"Evert Gummesson is a pioneer in the field of relationship marketing. He is an original and stimulating thinker whose insights and ideas are essential reading for anyone who is seeking to understand the role of marketing in a rapidly changing global environment. This book is an important contribution to the literature of marketing."
Michael J. Baker
Professor Emeritus, Founding Editor Journal of Marketing Management and Journal of Customer Behaviour, UK