Evert Gummesson Bücher

Exploring the complexities of real-world scenarios, this book introduces 'case theory' as an innovative framework for case study research. It expands traditional methodologies by integrating diverse results and perspectives, offering a comprehensive understanding of business and management challenges. The approach aims to enhance the relevance and applicability of case studies in practical settings, making it a valuable resource for researchers and practitioners alike.

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.