Total Relationship Marketing: Rethinking Marketing Management (CIM Professional Development)

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

Evert Gummesson is one of Europe's leading marketing thinkers. He has a major international reputation based on his teaching, writing and consultancy in Europe, the UK and North America. Since the first edition of Total Relationship Marketing, Evert Gummesson has received two awards for his pioneering work in marketing: "The Year 2000 Award For Leadership In The Services Field" presented by The AMA and The Chris Ottander Prize, a Swedish award sponsored by the leading business weekly Veckans Affärer.