Total Relationship Marketing
Rethinking marketing
management
Evert Gummesson
Professor of Service Management and Marketing, School of Business, Stockholm University
- Total
Relationship Marketing is not a description of relationship marketing techniques and
strategies but a broader analysis of marketing management seen as relationships,
networking and interaction
- Encyclopaedic
in coverage providing a wide overview of the present state of thinking in this field
making it ideal as both a text and a manual
- Written
by one of Europe's leading marketing thinkers
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.
The ideas of Gummesson's book will be 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. Dr. Peter Lorange President IMD
and The Maucher Nestle Professor, Lausanne, Switzerland.
A company's network of relationships is part o fits intellectual capital - many times
as valuable as its financial capital - and it is pivotal for business success. In this
seminal book, the reader is taken on a truly insightful tour of relationship marketing. Do
as the author says: Put on the 'relationship eye-glasses' and rethink your marketing!
Leif Edvinsson Vice President and Corporate Director of Intellectual Capital, Skandia,
co-author of the bestseller Intellectual Capital and winner of the 1998 Brain of the Year
award.
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 Academy of
Marketing; Dean of the Chartered Institute of Marketing's Academic Senate.
Evert Gummesson invites readers to think about relationship marketing in new and
exciting ways. This is a fascinating, worthwhile book. Dr. Leonard L. Berry J.C.
Penney Professor of Retailing and Professor of Marketing, Texas A&M University, USA.
For the Lufthansa Group the management of multiple relationships in marketing is
currently one of the principal issues. This book clearly shows the critical role of
relationships for the enhancement of profits. Thomas Sattelberger Corporate Senior
Vice President, Lufthansa, Germany.
In brief
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.
The author shows that
relationship marketing represents a dramatic change in marketing thinking- a paradigm
shift. As an alternative to the 4Ps of traditional marketing management (Product, Price,
Promotion and Place) the book offers thirty relationships, the 30Rs, that are fundamental
to the marketing activities of every business.
The authoritative treatment covers the key relationships businesses experience; from those
with customers (both internal and external) and competitors, to government and the media.
The book is-
Highly informative and practical in style.
A powerful analysis of modern relationship marketing
An in depth analysis of each key relationship
Packed with examples and cases from real companies
A major contribution to marketing thought internationally the book has already won the
Swedish Marketing Federation's award for best marketing book of the year. It is an
essential resource, text and reference for all serious marketing practitioners as well as
both undergraduate and postgraduate students.
Contents
Rethinking marketing; Classic
market relationships; Special market relationships; Mega relationships: above the market
relationships; Nano relationships: below market relationships; Does relationship marketing
pay?; Relationship marketing and the new organization; The genesis of relationship
marketing; In conclusion: relationship marketing is a paradigm shift!
Readership: Executive courses
in Marketing Management/Strategy, Relationship Marketing, Customer Services, Marketing
Communications at final year undergraduate and MBA; General marketing options on MBA, CIM
Diploma and Chartered Marketer courses; Marketing Managers, Product Managers, Marketing
Directors.
304 pages
