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Total relationship marketing : marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationship...

Gummesson, Evert - 2008 - 3. ed.

Persistent link: https://www.econbiz.de/10004911095

Editorial: The 2013 Naples Forum on Service

Gummesson, Evert; Mele, Cristina; Polese, Francesco - In: jbm - Journal of Business Market Management 6 (2013) 4, pp. I-VII

Persistent link: https://www.econbiz.de/10010330083

Balanced centricity and triads : strategies to reach ecosystem equilibrium in the arts sector

Quero Gervilla, María José; Díaz-Mendez, Montserrat; … - In: Journal of Business & Industrial Marketing 35 (2019) 3, pp. 447-456

Purpose: The purpose of this paper is to analyze whether triad structures, as the smallest unit of a network, can facilitate or inhibit the evolution into a service ecosystem. According to SD logic literature, the triad structure and the institutions that dominate the triads determine the...

Persistent link: https://www.econbiz.de/10012186310

My journey through marketingland

Gummesson, Evert - In: Journal of Historical Research in Marketing 11 (2019) 4, pp. 421-440

Purpose: The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing. Design/methodology/approach: This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case. Findings: One should respect the difficulty of...

Persistent link: https://www.econbiz.de/10012075230