A powerful and in-depth analysis of modern relationship marketing, the third edition of Gummesson's seminal title consolidates its major contribution to marketing thought internationally and represents what is still a unique perspective. Highly informative, practical in style, and packed with fully updated examples and cases from real companies, it is an essential resource for both undergraduate and postgraduate students. The third edition benefits from improved features to help students, including questions for discussion and end-of-chapter summaries.
Figures and tables Preface and acknowledgements Introduction Chapter 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 Chapter 2 Classis market relationships Relationship 1 The classid dyad - the relationship between the supplier and the customer Relationship 2 The classic triad - the drama of the customer-supplier-competitive triangle Relationship 3 The classic network - distribution channels Chapter 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 relationship Relationship 9 The relationship to the satisfied 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 Chapter 4 Mega relationships Relationship 18 Personal and social networks Relationship 19 Mega marketing - the real 'customer' is not always found in the marketplace Relationship 20 Alliances change the market relationships Relationship 21 The knowledge relationship Relationship 22 Mega alliances change the basic conditions for marketing Relationship 23 The mass media relationship Chapter 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 marketing Relationship 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 Chapter 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 ROR and the whole network Strategies for improved ROR An RM-inspired marketing plan and audit Chapter 7 RM, the network organization and the network society Introducing the new organization Nobody has seen a corporation! The company and the market: two phenomena, or two perspectives on the same phenomenon? Paradoxes of organizations The human ratio: internal and external 'employees' From delimited structures to boundaryless processes Our need for security Synthesis 1: from exclusive hierarchies to inclusive networks and processes Synthesis 2: from partial to complete marketing equilibrium Chapter 8 The genesis of RM and CRM Theoretical contributions to RM Current RM and CRM literature: a comparison with the 30R approach Synthesis of theories and experiences to a more general marketing theory Chapter 9 In conclusion - RM and CRM provide a paradigm shift! A paradigm shift in marketing New concepts RM, CRM and the 4Ps The value society and the network society, modernism and post-modernism Epilogue: approaching the end of the book - or the beginning? References
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