Total Relationship Marketing

Gummesson provides a new view of the meaning of marketing management and an introduction to the evolving field of relationship marketing. As an alternative to the 4Ps of traditional marketing management (Product, Price, Promotion and Place) the book offers thirty relationships, the 30Rs, that it presents as fundamental to the marketing activities of every business. Through analysis and examples from real companies, this treatment covers the key relationships businesses experience, from those with customers (both internal and external) and competitors, to government and the media.