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Total Relationship Marketing: Rethinking Marketing Management

Total Relationship Marketing: Rethinking Marketing Management

by EvertGummesson (Author)

  • Used

    Paperback 2002

    $3.31
Synopsis

Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing. A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students. Customer Relationship Management (CRM) is a key feature throughout this newly revised edition Comprehensive coverage on the Internet, e-Business and one-to one marketing New examples, cases, concepts and references have been added to aid the reader.

$3.31

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2 in stock

More Information

Format: Paperback
 Pages: 350
 Edition: 2
 Publisher: A Butterworth-Heinemann Title
Published: 22 Jul 2002
ISBN 10: 0750654074
ISBN 13: 9780750654074
Book Overview: Customer Relationship Management (CRM) is a key feature throughout this newly revised edition Comprehensive coverage on the Internet, e-Business and one-to one marketing New examples, cases, concepts and references have been added to aid the reader

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. 'Evert Gummesson is a pioneer in the field of relationship marketing. He is an original and stimulating thinker whose insights and ideas are essential reading for anyone who is seeking to understand the role of marketing in a rapidly changing global environment. This book is an important contribution to the literature of marketing.' Dr. Michael J. Baker-Foundation Professor of Marketing, University of Strathclyde; President of the A M; Dean of the Chartered Institute of Marketing's Academic Senate
Author Bio
Evert Gummesson is one of Europe's leading marketing thinkers. He has a major international reputation based on his teaching, writing and consultancy in Europe, the UK and North America. Since the first edition of Total Relationship Marketing, Evert Gummesson has received two awards for his pioneering work in marketing: The Year 2000 Award For Leadership In The Services Field presented by The AMA and The Chris Ottander Prize, a Swedish award sponsored by the leading business weekly Veckans Affarer.