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 p[...]

'This book is entertaining, whilst informative, a really good read. Gummesson applies his clearly considerable knowledge of literature and philosophy, together with his vast experience of business research and consultancy, to provide a text that charts a journey through the management process that w[...]

The aim of this book is to provide a wider perspective of the marketing field, particularly at a time when the field of marketing is expanding and developing in new and different directions. Unlike the more traditional literature, this book affords a deeper insight into the new marketing avenues of [...]

Vad följer i kölvattnet av relationsmarknadsföringen, CRM och one-to-one? Och varför har dessa ansatser inte alltid blivit så framgångsrika i praktiken som man hoppats på? I sin nya bok bygger Gummesson vidare på erfarenheter från marknadsföringens praktik och teori, och ställer one-to-on[...]