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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 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 - 3. ed.

Persistent link: https://www.econbiz.de/10004911095

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 - 2. ed.

Persistent link: https://www.econbiz.de/10004754926

Qualitative methods in management research

Gummesson, Evert - 2000 - 2. ed.

Persistent link: https://www.econbiz.de/10004595947

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

Gummesson, Evert - 2000 - Repr.

Persistent link: https://www.econbiz.de/10004041843

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

Gummesson, Evert - 2000 - Reprinted

Persistent link: https://www.econbiz.de/10000683730

Productivity, quality and relationship marketing in service operations

Gummesson, Evert - In: Handbuch Dienstleistungsmanagement : von der …, (pp. 851-872). 2001

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Internal marketing in the light of relationship marketing and network organizations

Gummesson, Evert - In: Internal marketing : directions for management, (pp. 27-42). 2000

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The practical value of adequate marketing management theory

Gummesson, Evert - In: Applying qualitative methods to marketing management …, (pp. 3-31). 2004

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Qualitative methods in management research

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The future of service is long overdue

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