Title:
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
Author:
Gummesson, Evert, 1936-
ISBN:
9780750654074
Personal Author:
Edition:
2nd ed.
Publication Information:
Oxford ; Boston : Butterworth-Heinemann, 2002.
Physical Description:
xiii, 350 pages : illustrations ; 25 cm
Contents:
Rethinking marketing. What are RM, CRM and 1to1? Society is a network of relationships -- and so is business! The roots of RM. Basic values of marketing. RM versus transaction marketing. Common sense, intuition and experience. What do we see through the relationship eye-glasses? General properties of relationships, networks and interaction. The 30Rs of RM -- introductory specification of thirty relationships -- Classic market relationships. The classic dyad -- the relationship between the supplier and the customer. The classic triad -- the drama of the customer-supplier-competitor triangle. The classic network -- distribution channels -- Special market relationships.
Abstract:
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.
Electronic Access:
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