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From relationship marketing to total relationship marketing and beyond

Gummesson, Evert - In: The journal of services marketing 31 (2017) 1, pp. 16-19

Persistent link: https://www.econbiz.de/10011615616

B2B is not an island!

Gummesson, Evert; Polese, Francesco - In: The journal of business & industrial marketing 24 (2009) 5/6, pp. 337-350

Persistent link: https://www.econbiz.de/10009524514

Complexity and viability in service ecosystems

Gummesson, Evert; Mele, Cristina; Polese, Francesco - In: Marketing theory 19 (2019) 1, pp. 3-7

Persistent link: https://www.econbiz.de/10012001470

Special issue: complexity and viability in service ecosystems

Gummesson, Evert (ed.); Mele, Cristina (ed.); … - 2019

Persistent link: https://www.econbiz.de/10012001494

Guest editorial: Value co-creation as a complex adaptive process

Polese, Francesco; Mele, Cristina; Gummesson, Evert - In: Journal of service theory and practice : JSTP 27 (2017) 5, pp. 926-929

Persistent link: https://www.econbiz.de/10011797934

Relationship marketing as a paradigm shift: some conclusions from the 30R approach

Gummesson, Evert - In: Management Decision 35 (1997) 4, pp. 267-272

Stresses issues brought up in the first World Wide Web conference on relationship marketing. Based on research on relationship marketing going back to the early 1970s which resulted in the definition of 30 relationships in marketing ‐ the 30R approach. Brings up inconsistencies in marketing,...

Persistent link: https://www.econbiz.de/10014933820