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 - Gummesson (Amsterdam: Butterworth-Heinemann, 2008)
Includes bibliographical references and index
Keywords: Relationship marketing