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Total relationship marketing : marketing strategy moving from the 4Ps--product, price, promotion, place--of traditional marketing management to the 30Rs--the thirty relationships--of a new marketing paradigm

Author: Evert Gummesson
Publisher: Oxford ; Boston : Butterworth-Heinemann, 2002.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Gummesson, Evert, 1936-
Total relationship marketing.
Oxford ; Boston : Butterworth-Heinemann, 2002
(DLC) 2002074374
(OCoLC)49903245
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Evert Gummesson
ISBN: 0585458081 9780585458083
OCLC Number: 52733341
Description: 1 online resource (xiii, 350 pages) : illustrations
Contents: Ch. 1. Rethinking marketing. What are RM, CRM and 1to1? Society is a network of relationships --
and so is business! The roots of RM. Basic values of marketing. RM versus transaction marketing. Common sense, intuition and experience. What do we see through the relationship eye-glasses? General properties of relationships, networks and interaction. The 30Rs of RM --
introductory specification of thirty relationships --
Ch. 2. Classic market relationships. Relationship 1. The classic dyad --
the relationship between the supplier and the customer. Relationship 2. The classic triad --
the drama of the customer-supplier-competitor triangle. Relationship 3. The classic network --
distribution channels --
Ch. 3. Special market relationships. Figures and tables --
Preface and acknowledgements --
Introduction --
1. Rethinking marketing --
What are RM, CRM and 1to --
1. --
Society is a network of relationships --
and so is business! --
The roots of RM --
Basic values of marketing --
RM versus transaction marketing --
Common sense, intuition and experience --
What do we see through the relationship eye-glasses --
General properties of relationships, networks and interaction --
The 30Rs of RM --
introductory specification of thirty relationships --
2. Classic market relationships. Relationship 1 The classic dyad --
the relationship between the supplier and the customerRelationship 2 The classic triad --
the drama of the customer-supplier-competitor triangle --
Relationship 3 The classic network --
distribution channels --
3. Special market relationships --
Relationship 4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs) --
Relationship 5 The service encounter --
interaction between customers and service providers --
Relationship 6 The many-headed customer and the many-headed supplier --
Relationship 7 The relationship to the customer's customer. Relationship 8 The close versus the distant relationshipRelationship 9 The relationship to the dissatisfied customer --
Relationship 10 The monopoly relationship --
the customer or supplier as prisoners --
Relationship 11 The customer as 'member' --
Relationship 12 The e-relationship --
Relationship 13 Parasocial relationships --
relationships to brands and objects --
Relationship 14 The non-commercial relationship --
Relationship 15 The green relationship --
Relationship 16 The law-based relationship --
Relationship 17 The criminal network --
4. Mega relationships. Relationship 18 Personal and social networksRelationship 19 Mega marketing --
the real 'customer' is not always found in the marketplace --
Relationship 20 Alliances change the market mechanisms --
Relationship 21 The knowledge relationship --
Relationship 22 Mega alliances change the basic conditions for marketing --
Relationship 23 The mass media relationship --
5. Nano relationships --
Relationship 24 Market mechanisms are brought inside the company --
Relationship 25 Internal customer relationships. Relationship 26 Quality and customer orientation: the relationship between operations management and marketingRelationship 27 Internal marketing --
relationships with the 'employee market' --
Relationship 28 The two-dimensional matrix relationship --
Relationship 29 The relationship to external providers of marketing services --
Relationship 30 The owner and financier relationship --
6. Do RM and CRM pay --
Return on relationships (ROR) --
Satisfaction, loyalty and ROR --
Duration, retention and defection --
Customer interaction, triplets and tribes --
Intellectual capital and the balanced scorecard. Return on the non-measurable.
Responsibility: Evert Gummesson.

Abstract:

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.

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