Background
Gummesson, Evert Nils was born on January 18, 1936 in Trollháttan, Sweden. Son of Gunnar and Ingeborg Sofia (Hallberg) Gummesson.
(Total Relationship Marketing provides a genuinely unique ...)
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
http://www.amazon.com/gp/product/0750654074/?tag=2022091-20
(In the Second Edition of this bestselling book Evert Gumm...)
In the Second Edition of this bestselling book Evert Gummesson presents a fresh approach to case study research. Stressing the need for involved rather than detached researchers, Gummesson links quality assessment of case study research to current total quality management thinking and proposes the concept of management action science - where the researcher is both actor and student - as the most advanced and rewarding approach to research. The book is written in an easy-to-read personal style and is laden with examples from academic research, real-world practice and management consultancy.
http://www.amazon.com/gp/product/0761920145/?tag=2022091-20
( This third edition of Total Relationship Marketing conf...)
This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.
http://www.amazon.com/gp/product/0750686332/?tag=2022091-20
(Total Relationship Marketing provides a genuinely unique ...)
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. 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
http://www.amazon.com/gp/product/075064463X/?tag=2022091-20
Gummesson, Evert Nils was born on January 18, 1936 in Trollháttan, Sweden. Son of Gunnar and Ingeborg Sofia (Hallberg) Gummesson.
Master of Business Administration, Stockholm School of Economics, 1965. Bachelor, Stockholm University, 1970. Doctor of Philosophy, Stockholm University, 1977.
Marketing manager Reader's Digest, Stockholm, 1965-1968. Senior consultant, director PA Consultant Group, 1968-1982. Partner Stockholm Consultant Group, 1982-1988.
Senior consultant, director Cicero Management, Stockholm, 1989-1990. Professor University Gothenburg and University Karlstad, Sweden, 1986-1991. Professor, research director University Stockholm, since 1992, chairman The Marketing Academy.
Director IHM Business School, Gothenburg, 1990-1995.
( This third edition of Total Relationship Marketing conf...)
(Total Relationship Marketing provides a genuinely unique ...)
(Total Relationship Marketing provides a genuinely unique ...)
(There are exciting developments in relationship marketing...)
(In the Second Edition of this bestselling book Evert Gumm...)
Sergeant Infantry, 1956-1957. Fellow World Academy Productivity Science. Member Swedish Institute Quality (member scientific board since 1997), International Service Quality Association (director 1991-1996), New York Academy of Sciences, Rotary (president 1997-1998).
Married Antonia J. M. Jansen, October 23, 1965. Children: Charlotte, Madelene.