Total Relationship Marketing, Third Edition Marketing management, relationship strategy ,CRM, and a new dominant logic for the value-work economy.pdf

Total Relationship Marketing This book is dedicated to the future of our daughters Charlotte and Madelene. Total Relationship Marketing Third edition Evert Gummesson Marketing strategy moving from the 4Ps – product, price, promotion, place – of traditional marketing management to the 30Rs – the 30 relationships – of a new marketing paradigm incorporating service-dominant logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society AMSTERDAM ? BOSTON ? HEIDELBERG ? LONDON ? NEW YORK ? OXFORD PARIS ? SAN DIEGO ? SAN FRANCISCO ? SINGAPORE ? SYDNEY ? TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP, UK 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA Third edition 2008 Copyright ? 1999, 2002, 2008, Evert Gummesson. Published by Elsevier Ltd. The right of Evert Gummesson to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science and Technology Rights Department in Oxford, UK: phone ( ? 44) (0) 1865 843830; fax ( ? 44) (0) 1865 853333; email: ******@. Alternatively you can submit your request online by visiting the Elsevier web site at /locate/permissions, and selecting Obtaining permission to use Elsevier material Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein British Library Cataloguing-in-Publicatio