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'This meticulous book submits research and the research process to deep scrutiny. It debunks the unhelpful dichotomy between quantitative and qualitative research and highlights the great value of multi-method and interactive research, approaches that have greatly deepened our thinking.'

- Professor Adrian Payne, University of New South Wales, Australia / Professor Pennie Frow, University of Sydney

Setting out to dispel the argument that case study research lacks the science, theory and therefore validity of other forms of research, Evert Gummesson...

'This meticulous book submits research and the research process to deep scrutiny. It debunks the unhelpful dichotomy between quantitative and qualitative research and highlights the great value of multi-method and interactive research, approaches that have greatly deepened our thinking.'

- Professor Adrian Payne, University of New South Wales, Australia / Professor Pennie Frow, University of Sydney

Setting out to dispel the argument that case study research lacks the science, theory and therefore validity of other forms of research, Evert Gummesson...

This edition explores and explains the use of this methodological tool. Evert Gummesson refines the basic ideas from the first edition with conceptual developments, updated literature references and current examples from research and practice.

This edition explores and explains the use of this methodological tool. Evert Gummesson refines the basic ideas from the first edition with conceptual developments, updated literature references and current examples from research and practice.

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...

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...

This book aims to stimulate debate in the growing and highly controversial area of measuring scholarly work. The authors examine key aspects of this topic through the lens of the latest theoretical developments in service science and associated fields. It includes chapters explaining the theoretical developments and methodological aspects of measuring the quality of academic teaching and research, while other chapters provide a review and analysis of various types of scholarly work metrics and processes with examples from several countries, cultures, and educational systems. The current...