Gummesson. (2008). 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 incorporating service-dominant logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society (3rd ed.). Amsterdam: Butterworth-Heinemann.

Gummesson. 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 Incorporating Service-dominant Logic, B2C, B2B, C2C, CRM, Many-to-many Marketing, and the Value-creating Network Society. 3rd ed. Amsterdam: Butterworth-Heinemann, 2008.

Gummesson. 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 Incorporating Service-dominant Logic, B2C, B2B, C2C, CRM, Many-to-many Marketing, and the Value-creating Network Society. 3rd ed. Amsterdam: Butterworth-Heinemann, 2008.