Total Relationship Marketing: Rethinking Marketing Management - Softcover

Gummesson, Evert

Softcover

ISBN 10: 0750654074 ISBN 13: 9780750654074

Publisher: Butterworth-Heinemann Ltd, 2002

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.

About this title

About the Author

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.

Edition details

• Publisher: Butterworth-Heinemann Ltd
• Publication date: 2002
• Language: English
• ISBN 10: 0750654074
• ISBN 13: 9780750654074
• Binding: Paperback
• Edition number: 2
• Number of pages: 350