Total Relationship Marketing
'An informed and innovative approach . . . Gummesson has provided a vivid demonstration of the ubiquity of relationships in marketing.'PHILIP KOTLER, Distinguished Professor of International Marketing, Northwestern University, USA“There is no one I know who knows more about relationship marketing than Evert Gummesson. In this third edition of Total Relationship Marketing he provides an informed and innovative approach to relationship marketing, CRM, Return on Relationships, and the suppliers’ and customers’ roles in the valuecreating network economy.”Philip KotlerS.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA“A corporation, its employees and management operate within multiple relationships to customers, suppliers, the media, banks and numerous others. With its broad approach to relationship marketing Gummesson’s book has become a classic. This updated third edition clearly shows the critical role of relationships for the enhancement of service and profits in today’s economic reality.”Thomas SattelbergerChief Human Resources Officer and Member of the Board of Management, Deutsche Telekom AG, Bonn, Germany“In this third edition of Total Relationship MarketingEvert Gummesson integrates his thirty relationships with new developments in marketing, among them the service-dominant logic, the network thinking of manyto-many marketing, and the value-creating economy where intellectual capital is many times as important as its financial capital. Do as the author says: Put on the relationship eye-glasses and rethink your marketing!”Leif EdvinssonPresident of UNIC and Professor of Intellectual Capital, Lund University,Sweden, and the Hong Kong Polytechnic University“Evert Gummesson invites readers to think about relationship marketing in new and exciting ways. This is a fascinating, worthwhile book.”Leonard L. BerryDistinguished Professor of Marketing, the Mays Business School, Texas A&M; University, USA“The ideas of Gummesson’s book are 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.”Peter LorangePresident and The Nestlé Professor, IMD, Lausanne, Switzerland“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.”Michael J. BakerProfessor Emeritus, Founding Editor Journal of Marketing Management and Journal of Customer Behaviour, UK