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Total Relationship MarketingThis book is dedicated to the future of our daughters Charlotte and Madelene.Total RelationshipMarketingThird editionEvert GummessonMarketing strategy moving from the 4Ps product, price, promotion, place of traditional marketing management to the 30Rs the 30 relationships ofa new marketing paradigm incorporating service-dominant logic, B2C,B2B, C2C, CRM, many-to-many marketing, and the value-creatingnetwork societyAMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORDPARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYOButterworth-Heinemann is an imprint of ElsevierButterworth-Heinemann is an imprint of ElsevierLinacre House, Jordan Hill, Oxford OX2 8DP, UK30 Corporate Drive, Suite 400, Burlington, MA 01803, USAThird edition 2008Copyright 1999, 2002, 2008, Evert Gummesson. Published by Elsevier Ltd.The right of Evert Gummesson to be identified as the author of this work has been asserted inaccordance with the Copyright, Designs and Patents Act 1988No part of this publication may be reproduced, stored in a retrieval system or transmittedin any form or by any means electronic, mechanical, photocopying, recording or otherwisewithout the prior written permission of the publisherPermissions may be sought directly from Elseviers Science and Technology RightsDepartment in Oxford, UK: phone (44) (0) 1865 843830; fax (44) (0) 1865 853333;email: permissions@elsevier.c

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