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Total Relationship Marketing, Second Edition epub

by Evert Gummesson


Total Relationship Marketing, Second Edition epub

ISBN: 0750654074

ISBN13: 978-0750654074

Author: Evert Gummesson

Category: Business books

Subcategory: Management & Leadership

Language: English

Publisher: Butterworth-Heinemann; 2 edition (October 8, 2002)

Pages: 350 pages

ePUB book: 1761 kb

FB2 book: 1121 kb

Rating: 4.6

Votes: 971

Other Formats: lrf mobi mbr lrf





The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema.

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Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and .

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 seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king.

Total Relationship Marketing book. Evert Gummesson is Professor Emeritus of Service Marketing and Management at the Stockholm Business School and the Chartered Institute of Marketing in the UK list him as one of the 50 most important contributors to the development of marketing.

from Stockholm University, Stockholm School Economics. He is a Fellow and Honorary Doctor of Hanken School of Economics, Helsinki, Finland, and a Fellow of the University of Tampere, Finland.

Total Relationship Marketing This book is dedicated to the future of our . Evert Gummesson Stockholm University School of Business, SE-10691 Stockholm, Sweden ; ww. ek.

Total Relationship Marketing This book is dedicated to the future of our daughters Charlotte and Madelene  . Relationship marketing (RM) and customer relationship management (CRM) have become accepted – and debated – parts of marketing. se/home/eg/ January 2008.

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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 editionComprehensive coverage on the Internet, e-Business and one-to one marketingNew examples, cases, concepts and references have been added to aid the reader