Books by Evert Gummesson

A work on the subject of relationship marketing and CRM that presents an analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects.

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.