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Total relationship marketing : [marketing management, relationship strategy and CRM approaches for the network economy]
Gummesson, Evert - 2008 - 3. ed.
Persistent link: https://www.econbiz.de/10003686297
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Total relationship marketing
Gummesson, Evert - 2008 - Third edition.
Ch. 1. Relational approaches to marketing -- Ch. 2. Classic market relationships -- Ch. 3. Special market relationships -- Ch. 4. Mega relationships -- Ch. 5. Nano relationships -- Ch. 6. Marketing metrics and return on relationships -- Ch. 7. RM and the network organization -- Ch. 8. RM/CRM :...
Persistent link: https://www.econbiz.de/10014500100
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B2B is not an island!
Gummesson, Evert; Polese, Francesco - In: The journal of business & industrial marketing 24 (2009) 5/6, pp. 337-350
Persistent link: https://www.econbiz.de/10009524514
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B2B is Not an Island
Gummesson, Evert - 2012
Persistent link: https://www.econbiz.de/10013116667