Qualitative research in management: addressing complexity, context and persona

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 incorporating service-dominant logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society

Gummesson, Evert, (2008)

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

Gummesson, Evert, (2002)

Qualitative methods in management research

Gummesson, Evert, (2000)