Overview

"There are exciting developments in relationship marketing now, as technology opens more collaborative and social communication channels, changing the dynamics of B2B and B2C relationships. This new edition of the seminal classic, Total Relationship Marketing, brings Evert Gummesson’s renowned guide totally up to date and at the forefront of RM thought. While initially controversial, Gummesson’s original model of thirty relationships , the ""30Rs"" (and challenge to the traditional ""4Ps"") is now a proven success with thought leaders and practitioners looking for a fresh way to look at their business. This framework allows for an unrivalled breadth of coverage and a demonstration of relationship marketing’s application to every aspect of business inside and outside of the marketing function. This framework has been seamlessly integrated with revised concepts and developments, and including updated cases and examples throughout. New sections have also been included on: Social media and its profound impact on relationships between organisations and stakeholders Brand relationships and brand communities Dealing with relationship avoidance This edition is also supported for the first time by a companion website, including a full set of PowerPoint slides, testbank questions and additional cases."

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9780415703628

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Evert Gummesson is Professor of Management and Marketing at the Stockholm University School of Business, Sweden.

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