Total Relationship Marketing
Rethinking Marketing Management
2nd Edition
Published on 22. July 2002
Book
Paperback/Softback
350 pages
978-0-7506-5407-4 (ISBN)
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.
Reviews / Votes
'Evert Gummesson has provided a vivid demonstration of the ubiquity of relationships in marketing phenomena. Everywhere one turns, we see relationships. Each company must identify the key success relationships in its business and manage them optimally.' Philip Kotler- Distinguished Professor of International Marketing, Northwestern University, USA. '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.' Dr. Michael J. Baker-Foundation Professor of Marketing, University of Strathclyde; President of the A M; Dean of the Chartered Institute of Marketing's Academic SenateMore details
Edition
2nd Revised edition
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Edition type
Revised edition
Illustrations
Illustrated
Dimensions
Height: 246 mm
Width: 189 mm
Thickness: 25 mm
Weight
680 gr
ISBN-13
978-0-7506-5407-4 (9780750654074)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Evert Gummesson
Total Relationship Marketing
Marketing management, relationship strategy ,CRM, and a new dominant logic for the value-creating network economy
Book
05/2008
3rd Edition
Butterworth-Heinemann
€83.60
Shipment within 15-20 days
Previous edition
Book
05/1999
Butterworth-Heinemann
€27.22
Article exhausted; check for reprint
Person
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 Affarer.
Content
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!