Total Relationship Marketing: 3rd Edition (Hardback) book cover

Total Relationship Marketing

3rd Edition

By Evert Gummesson


396 pages

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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.


'An informed and innovative approach . . . Gummesson has provided a vivid demonstration of the ubiquity of relationships in marketing.'

PHILIP KOTLER, Distinguished Professor of International Marketing, Northwestern University, USA

“There is no one I know who knows more about relationship marketing than Evert Gummesson. In this third edition of Total Relationship Marketing he provides an informed and innovative approach to relationship marketing, CRM, Return on Relationships, and the suppliers’ and customers’ roles in the valuecreating network economy.”

Philip Kotler
S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

“A corporation, its employees and management operate within multiple relationships to customers, suppliers, the media, banks and numerous others. With its broad approach to relationship marketing Gummesson’s book has become a classic. This updated third edition clearly shows the critical role of relationships for the enhancement of service and profits in today’s economic reality.”

Thomas Sattelberger
Chief Human Resources Officer and Member of the Board of Management, Deutsche Telekom AG, Bonn, Germany

“In this third edition of Total Relationship Marketing
Evert Gummesson integrates his thirty relationships with new developments in marketing, among them the service-dominant logic, the network thinking of manyto-
many marketing, and the value-creating economy where intellectual capital is many times as important as its financial capital. Do as the author says: Put on the relationship eye-glasses and rethink your marketing!”

Leif Edvinsson
President of UNIC and Professor of Intellectual Capital, Lund University,Sweden, and the Hong Kong Polytechnic University

“Evert Gummesson invites readers to think about relationship marketing in new and exciting ways. This is a fascinating, worthwhile book.”

Leonard L. Berry
Distinguished Professor of Marketing, the Mays Business School, Texas A&M University, USA

“The ideas of Gummesson’s book are trend-setting realities in the new context of today’s business, characterized by networks and relationships.
Particularly important for all managers, whether they are responsible for specific marketing aspects of a firm’s value creation, or whether they are general managers.”

Peter Lorange
President and The Nestlé Professor, IMD, Lausanne, Switzerland

“Evert Gummesson is a pioneer in the field of relationship marketing. He is an original and stimulating thinker whose insights and ideas are essential reading for anyone who is seeking to understand the role of marketing in a rapidly changing global environment. This book is an important contribution to the literature of marketing.”

Michael J. Baker
Professor Emeritus, Founding Editor Journal of Marketing Management and Journal of Customer Behaviour, UK

Table of Contents

Figures and tables

Preface and acknowledgements


Chapter 1 Rethinking marketing

What are RM, CRM and 1to1?

Society is a network of relationships - and so is business!

The roots of RM

Basic values of marketing

RM versus transaction marketing

Common sense, intuition and experience

What do we see through the relationship eye-glasses?

General properties of relationships, networks and interaction

The 30Rs of RM - introductory specification of thirty relationships

Chapter 2 Classic market relationships

Relationship 1 The classic dyad - the relationship between the supplier and the customer

Relationship 2 The classic triad - the drama of the customer-supplier-competitive triangle

Relationship 3 The classic network - distribution channels

Chapter 3 Special market relationships

Relationship 4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs)

Relationship 5 The service encounter - interaction between customers and service providers

Relationship 6 The many-headed customer and the many-headed supplier

Relationship 7 The relationship to the customer's customer

Relationship 8 The close versus the distant relationship

Relationship 9 The relationship to the satisfied customer

Relationship 10 The monopoly relationship - the customer or supplier as prisoners

Relationship 11 The customer as 'member'

Relationship 12 The e-relationship

Relationship 13 Parasocial relationships - relationships to brands and objects

Relationship 14 The non-commercial relationship

Relationship 15 The green relationship

Relationship 16 The law-based relationship

Relationship 17 The criminal network

Chapter 4 Mega relationships

Relationship 18 Personal and social networks

Relationship 19 Mega marketing - the real 'customer' is not always found in the marketplace

Relationship 20 Alliances change the market relationships

Relationship 21 The knowledge relationship

Relationship 22 Mega alliances change the basic conditions for marketing

Relationship 23 The mass media relationship

Chapter 5 Nano relationships

Relationship 24 Market mechanisms are brought inside the company

Relationship 25 Internal customer relationships

Relationship 26 Quality and customer orientation: the relationship between operations management and marketing

Relationship 27 Internal marketing - relationships with the 'employee market'

Relationship 28 The two-dimensional matrix relationship

Relationship 29 The relationship to external providers of marketing services

Relationship 30 The owner and financier relationship

Chapter 6 Do RM and CRM pay?

Return on relationships (ROR)

Satisfaction, loyalty and ROR

Duration, retention and defection

Customer interaction, triplets and tribes

Intellectual capital and the balanced scorecard

Return on the non-measurable

ROR and the whole network

Strategies for improved ROR

An RM-inspired marketing plan and audit

Chapter 7 RM, the network organization and the network society

Introducing the new organization

Nobody has seen a corporation!

The company and the market: two phenomena, or two perspectives on the same phenomenon?

Paradoxes of organizations

The human ratio: internal and external 'employees'

From delimited structures to boundaryless processes

Our need for security

Synthesis 1: from exclusive hierarchies to inclusive networks and processes

Synthesis 2: from partial to complete marketing equilibrium

Chapter 8 The genesis of RM and CRM

Theoretical contributions to RM

Current RM and CRM literature: a comparison with the 30R approach

Synthesis of theories and experiences to a more general marketing theory

Chapter 9 In conclusion - RM and CRM provide a paradigm shift!

A paradigm shift in marketing

New concepts

RM, CRM and the 4Ps

The value society and the network society, modernism and post-modernism

Epilogue: approaching the end of the book - or the beginning?



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