Total relationship marketing : from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm / Evert Gummesson.
By: Gummesson, Evert
.
Contributor(s): Chartered Institute of Marketing.
Material type:
BookPublisher: Boston, Mass. : Butterworth Heinemann, 1999Description: xiii, 281 p. : ill ; 25 cm. + pbk.ISBN: 075064463X .Subject(s): Relationship marketingDDC classification: 658.812 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.812 (Browse shelf(Opens below)) | 1 | Available | 00076032 |
Enhanced descriptions from Syndetics:
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
Published in association with the Chartered Institute of Marketing.
Includes bibliographical references (pages 259-273) and index.
Rethinking marketing -- Classic market relationships -- Special market relationships -- Mega relationships -- Nano relationships -- Does RM pay? -- RM and the new organization -- The genesis of RM -- In conclusion - RM is a paradigm shift!
Table of contents provided by Syndetics
- 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!