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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. Customer Relationship Management (CRM) is a key feature throughout this newly revised editionComprehensive coverage on the Internet, e-Business and one-to one marketingNew examples, cases, concepts and references have been added to aid the reader
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Total Relationship Marketing This book is dedicated to the future of our daughters Charlotte and Madelene. Total Relationship Marketing Second edition Evert Gummesson Marketing strategy moving from the 4Ps – product, price, promotion, place – of traditional marketing management to the 30Rs – the thirty relationships – of a new marketing paradigm OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Butterworth-Heinemann An imprint of Elsevier Science Linacre House, Jordan Hill, Oxford OX2 8DP 225 Wildwood Avenue, Woburn MA 01801-2041 First published 1999 Reprinted 1999, 2000, 2001 Second edition 2002 Copyright © 1999, 2002, Evert Gummesson. All rights reserved The right of Evert Gummesson to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher British Library Cataloguing in Publication Data Gummesson, Evert, 1936– Total relationship marketing. – 2nd ed. 1. Relationship marketing 2. Marketing – management I. Title 658.8 Library of Congress Cataloguing in Publication Data Gummesson, Evert, 1936– Total relationship marketing: marketing strategy moving from the 4Ps – product, price, promotion, place – of traditional marketing management to the 30Rs – the thirty relationships – of a new marketing paradigm/Evert Gummesson. – 2nd ed. p. cm. Includes bibliographical references and index. ISBN 0 7506 5407 4 1. Relationship marketing I. Title HF5415.55.G86 2002 658.8 12–dc21 2002074374 ISBN 0 7506 5407 4 For information on all Butterworth-Heinemann publications visit our website at www.bh.com Composition by Genesis Typesetting, Laser Quay, Rochester, Kent Printed and bound in Great Britain 1 Rethinking marketing ......................................................... 27 What are RM, CRM and 1to1? ............................................................ 3 Society is a network of relationships - and so is business! .................. 9 The roots of RM ................................................................................... 10 Basic values of marketing .................................................................... 13 RM versus transaction marketing ...........................................