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Total Relationship Marketing: Rethinking Marketing Management (CIM Professional Development)

Total Relationship Marketing: Rethinking Marketing Management (CIM Professional Development)

by EvertGummesson (Author)

$3.24

Save:$24.24 (88%)

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2 in stock

More Information

Format: Paperback
 Pages: 281
 Publisher: A Butterworth-Heinemann Title
Published: 05 May 1999
ISBN 10: 075064463X
ISBN 13: 9780750644631
Book Overview: Winner of Swedish Marketing Association prize for Best Marketing Book of the Year.

Media Reviews
'Evert Gummesson has provided a vivid demonstration of the ubiquity of relationships in marketing phenomena. Everywhere one turns, we see relationships. Each company must identify the key success relationships in its business and manage them optimally.'
Philip Kotler.
Distinguished Professor of International Marketing, Northwestern University, USA.
'The ideas of Gummesson's book will be trend-setting realities in the new context of today's business, characterized by networks and relationships. Particularly important for all managers, whether they are responsible for specific marketing aspects of a firm's value creation, or whether they are general managers.'
Dr. Peter Lorange
President IMD and The Maucher Nestle Professor, Lausanne, Switzerland.
'A company's network of relationships is part o fits intellectual capital - many times as valuable as its financial capital - and it is pivotal for business success. In this seminal book, the reader is taken on a truly