Evert Gummesson

This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.

Total Relationship Marketing

Highly informative, practical in style, and packed with fully updated examples and cases from real companies, this is an essential resource for both undergraduate and postgraduate students. The third edition benefits from improved features to help students, including questions for discussion and end-of-chapter summaries.

Stockholms universitet. Företagsekonomiska institutionen

Methods for Generating Qualitative Data

Case Study Research in Management

Francesco Polese

Questo testo introduttivo al marketing è un manuale che si rivolge a studenti ai primi approcci di studio al tema del marketing e delle relazioni tra attori socio-economici. L'impostazione dell’opera è originale poiché comprende gli elementi principali intrinsechi dello studio tradizionale ai fondamenti di marketing, ma include altresì spunti orientati alle nuove logiche delle relazioni tra attori frutto di recenti filoni di ricerca sul tema, agevolati dalle nuove tecnologie. In questa prospettiva il volume presenta una nuova concettualizzazione degli scambi di servizio, alla base di qualsiasi processo di co-creazione di valore, declinando quanto il valore e le fruttifere relazioni siano alla base di un costruttivo dialogo tra soggetti socio-economici. Assecondando spunti derivanti dalla ‘Logica del Servizio Dominante’ e dalla ‘Scienza del Servizio’, infatti, il volume descrive uno scenario in cui gli attori dovrebbero ispirarsi a cultura, approcci filosofici e paradigmi sociali oramai maturi quali il many-to-many marketing, i network e l’Approccio Sistemico Vitale.L’abilità degli attori di ben interpretare questa nuova visione relazionale, infatti, determina la relativa capacità competitiva creando i presupposti affinché i diversi attori sociali siano parte attiva di proposizioni di valore apprezzate nell’ambito di mercati complessi e dinamici, nella ricerca di interazioni positive e di scambi di co-creazione di valore vitali, sostenibili.A ben vedere, pertanto, il presente volume introduce allo studio del Marketing non tanto fornendo elementi pratici utili alla gestione di una funzione aziendale, quella commerciale appunto, bensì stimolando l’acquisizione di un approccio culturale e di una filosofia che possono rivelarsi determinanti per individui ed attori socio-economici.Francesco Polese è professore Ordinario di Economia e Gestione delle Imprese e docente di Fondamenti di Marketing e di Service Management. Co-Chair, sin dal 2009, del Naples Forum on Service, evento giunto alla sua 5° edizione che ospita i più accreditati protagonisti della Service Community a livello globale attorno ai temi unificanti Service Dominant Logic, Network & Systems Theories e Service Science.Evert Gummesson, professore emerito di marketing della Stockholm Business School, è stato incluso dall’American Marketing Association nella lista dei top 50 guru del marketing a livello mondiale. Anch’egli co-chair del Naples Forum on Service ed autori di numerosi libri, tra cui ‘Total Relationship Marketing’ (Butterworth-Heinemann/Elsevier, Oxford, third edition, 2008), nonché ‘Case Theory in Business and Management: Reinventing Case Study Research’, SAGE, 2017.

Marketing

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.

This edition explores and explains the use of this methodological tool. Evert Gummesson refines the basic ideas from the first edition with conceptual developments, updated literature references and current examples from research and practice.

Case Study Research, Participant Observation, Action Research-action Science, and Other "qualitative Methods" Used in Academic Research and Management Consultancy

Qualitative Methods in Management Research

Michael Saren

Montserrat Díaz-Méndez

This book aims to stimulate debate in the growing and highly controversial area of measuring scholarly work. The authors examine key aspects of this topic through the lens of the latest theoretical developments in service science and associated fields. It includes chapters explaining the theoretical developments and methodological aspects of measuring the quality of academic teaching and research, while other chapters provide a review and analysis of various types of scholarly work metrics and processes with examples from several countries, cultures, and educational systems. The current growing concern about higher education (HE) quality has prompted institutions to divide university teachers’ work into different areas and to design methods aimed at measuring the productivity of these areas. It is widely accepted that the need to evaluate HE service quality is a relevant issue for any society. However, the authors argue that most of the current practices used in the pursuit of this objective are jeopardizing the future of the university as a place of knowledge generation, science evolution and professional education.

The Application of Service Theory

Improving the Evaluation of Scholarly Work

'This meticulous book submits research and the research process to deep scrutiny. It debunks the unhelpful dichotomy between quantitative and qualitative research and highlights the great value of multi-method and interactive research, approaches that have greatly deepened our thinking.' – Professor Adrian Payne, University of New South Wales, Australia / Professor Pennie Frow, University of Sydney Setting out to dispel the argument that case study research lacks the science, theory and therefore validity of other forms of research, Evert Gummesson combines many decades of experience as both a renowned scholar and a reflective practitioner to effectively bridge the divide between case theory and how it is applied in practice. Bringing the fundamental strengths of cases to the fore, Gummesson introduces the 'Case Theory' concept as an expanded version of case study research which includes both methodology and the types of results that emerge by: Guiding the reader in the theoretical and philosophical underpinning Demonstrating how to translate theory to pertinent research practice that address the real and consequential issues in business and management today. This book will appeal to students, academics and researchers who are interested in the science and philosophy behind case study research as well as the methodology and a thought-provoking read for anyone who wants to be challenged about their belief of case study theory.

Evert Gummesson

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