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Total relationship marketing : marketing strategy moving from the 4Ps-product, price, promotion, place-of traditional marketing management to the 30Rs - the 30 relationships - of a new marketing paradigm incorporating service-dominant logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society

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.

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  • "Total relationship marketing"
  • "Total relationship marketing"@it

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description

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  • "Highly informative, practical in style, and packed with fully updated examples and cases from real companies, this is an essential resource for both undergraduate and postgraduate students. The third edition benefits from improved features to help students, including questions for discussion and end-of-chapter summaries."
  • "This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted - and debated - parts of marketing but are currently undergoing dramatic change. 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. The book effects a dramatic shift in the fundamentals of marketing thought, with the author's refined model of thirty relationshi."
  • "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."@en
  • "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."
  • ""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. It contains a comprehensive coverage on the Internet, e-Business and one-to one marketing and includes new examples, cases, concepts and references."
  • "Gummesson provides encyclopaedic coverage on current thinking on total relationship marketing. He broadens the debate on marketing management by analysing it in terms of relationships, networking and interaction."
  • "Gummesson provides encyclopaedic coverage on current thinking on total relationship marketing. He broadens the debate on marketing management by analysing it in terms of relationships, networking and interaction."@en
  • "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."@en

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  • "lærebøger"
  • "Electronic books"
  • "Electronic books"@en
  • "Electronic resource"

name

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  • "Total relationship marketing : marketing strategy moving from the 4Ps-product, price, promotion, place-of traditional marketing management to the 30Rs - the 30 relationships - of a new marketing paradigm incorporating service-dominant logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society"@en
  • "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"
  • "Total relationship marketing : [marketing management, relationship strategy, CRM, and a new dominant logic for the value-creating network economy]"
  • "Total relationship marketing : [marketing management, relationship strategy, CRM, and a new dominant logic for the value-creating network economy]"@en
  • "Total relationship marketing : [marketing management, relationship strategy, CRM and a new dominant logic for the value-creating network economy]"@en
  • "Total relationship marketing"
  • "Total relationship marketing"@en
  • "Total relationship marketing : marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the 30 relationships - of a new marketing paradigm incorporating service-dominat logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society"
  • "Total relationship marketing : marketing management, relationship strategy and CRM approaches for the network economy"
  • "Total relationship marketing : [marketing management, relationship strategy and CRM approaches for the network economy]"
  • "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"
  • "Total relationship marketing : rethinking marketing management"
  • "Total relationship marketing marketing strategy moving from the 4Ps -product, price, promotion, place- of traditional marketing management to the 30Rs -the 30 relationships- of a new marketing paradigm incorporating service-dominant logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society"
  • "Total Relationship Marketing : marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirth relationships - of a new marketing paradigm"
  • "Total relationship marketing : [rethinking marketing management:] : from the 4Ps- product, price, promotion, place- of traditional marketing management to the 30Rs- the thirty relationships- of the new marketing paradigm"
  • "Total relationship marketing : from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships- of the new marketing paradigm"
  • "Total relationship marketing : From the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs -the thirty relationships- of the new marketing paradigm"
  • "Total relationship marketing : from the 4Ps - product, price promotion, place - of traditional marketing management to the 30Rs -the thirty relationships - of the new marketing paradigm"
  • "Total relationship marketing : from the 4Ps product, price, promotion place of traditional marketing management to the 30Rs, the thity relationships, of the new marketing paradigm"
  • "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"
  • "Total relationship marketing : from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm"
  • "Total relationship marketing : from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm"@en
  • "Marketing relazionale : gestione del marketing nei network di relazioni"@it
  • "Marketing relazionale : gestione del marketing nei network di relazioni"
  • "Total relationship marketing : marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relaionships - of a new marketing paradigm"
  • "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"
  • "Total relationship marketing : from the 4Ps-product, price, promotion, place- of traditional marketing management to the 30Rs-the thirty relationships- of the new marketing paradigm"
  • "Total relationship marketing : marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the 30 relationships - of a new marketing paradigm incorporating service-dominant logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society"
  • "Total Relationship Marketing Rethinking Marketing Management"
  • "Total Relationship Marketing Rethinking Marketing Management"@en
  • "Total Relationship Marketing Marketing Management, Relationship Strategy, CRM, and a New Dominant Logic for the Value-Creating Network Economy"@en
  • "Total Relationship Marketing"
  • "Total Relationship Marketing"@en
  • "Total relationship marketing : from the 4Ps - product, price promotion, place - of traditional marketing management to the 30Rs - the thirty releationships - of the new marketing paradigm"

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