Total Relationship Marketing: Marketing Strategy Moving from the 4Ps--product, Price, Promotion, Place--of Traditional Marketing Management to the 30Rs--the Thirty Relationships--of a New Marketing Paradigm

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Routledge, 2002 - Business & Economics - 350 pages
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
 

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Contents

Chapter 1 Rethinking marketing
1
Chapter 2 Classic market relationships
33
Chapter 3 Special market relationships
59
Chapter 4 Mega relationships
145
Chapter 5 Nano relationships
179
Chapter 6 Do RM and CRM pay?
225
Chapter 7 RM the network organization and the network society
255
Chapter 8 The genesis of RM and CRM
281
Chapter 9 In conclusion RM and CRM provide a paradigm shift
307
References
317
Index
339
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About the author (2002)

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.

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