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


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

Additional information

Publisher: Place of publication:
  • Boston
Publication year:
  • 2002


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