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...