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Total Relationship Marketing Marketing Management, Relationship Strategy ,CRM, and a New Dominant Logic for the Value-Creating Network Economy

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ISBN-10: 0750686332

ISBN-13: 9780750686334

Edition: 3rd 2007 (Revised)

Authors: Evert Gummesson

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A powerful and in-depth analysis of modern relationship marketing, the third edition of Gummesson's seminal title consolidates its major contribution to marketing thought internationally and represents what is still a unique perspective. Highly informative, practical in style, and packed with fully updated examples and cases from real companies, it is an essential resource for both undergraduate and postgraduate students. The third edition benefits from improved features to help students, including questions for discussion and end-of-chapter summaries. * Updated and refreshed 3rd edition contains new examples, cases and references throughout and has improved features for students including…    
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Book details

Edition: 3rd
Copyright year: 2007
Publisher: Routledge
Publication date: 7/22/2008
Binding: Paperback
Pages: 396
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 1.694
Language: English

Figures and tables
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
Classis market relationships
Relationship 1 The classid dyad - the relationship between the supplier and the customer
Relationship 2 The classic triad - the drama of the customer-supplier-competitive triangle
Relationship 3 The classic network - distribution channels
Special market relationships
Relationship 4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs)
Relationship 5 The service encounter - interaction between customers and service providers
Relationship 6 The many-headed customer and the many-headed supplier
Relationship 7 The relationship to the customer's customer
Relationship 8 The close versus the distant relationship
Relationship 9 The relationship to the satisfied customer
Relationship 10 The monopoly relationship - the customer or supplier as prisoners
Relationship 11 The customer as 'member'
Relationship 12 The e-relationship
Relationship 13 Parasocial relationships - relationships to brands and objects
Relationship 14 The non-commercial relationship
Relationship 15 The green relationship
Relationship 16 The law-based relationship
Relationship 17 The criminal network
Mega relationships
Relationship 18 Personal and social networks
Relationship 19 Mega marketing - the real 'customer' is not always found in the marketplace
Relationship 20 Alliances change the market relationships
Relationship 21 The knowledge relationship
Relationship 22 Mega alliances change the basic conditions for marketing
Relationship 23 The mass media relationship
Nano relationships
Relationship 24 Market mechanisms are brought inside the company
Relationship 25 Internal customer relationships
Relationship 26 Quality and customer orientation: the relationship between operations management and marketing
Relationship 27 Internal marketing - relationships with the 'employee market'
Relationship 28 The two-dimensional matrix relationship
Relationship 29 The relationship to external providers of marketing services
Relationship 30 The owner and financier relationship
Do RM and CRM pay? Return on relationships (ROR) Satisfaction, loyalty and ROR Duration, retention and defection Customer interaction, triplets and tribes Intellectual capital and the balanced scorecard Return on the non-measurable ROR and the whole network Strategies for improved ROR An RM-inspired marketing plan and audit
RM, the network organization and the network society Introducing the new organization Nobody has seen a corporation! The company and the market: two phenomena, or two perspectives on the same phenomenon? Paradoxes of organizations The human ratio: internal and external 'employees' From delimited structures to boundaryless processes Our need for security Synthesis 1: from exclusive hierarchies to inclusive networks and processes Synthesis 2: from partial to complete marketing equilibrium
The genesis of RM and CRM Theoretical contributions to RM Current RM and CRM literature: a comparison with the 30R approach Synthesis of theories and experiences to a more general marketing theory
In conclusion - RM and CRM provide a paradigm shift! A paradigm shift in marketing New concepts RM, CRM and the 4Ps The value society and the network society, m