The new marketing—Developing long-term interactive relationships

This article places emphasis on relationships and interaction in marketing, an emphasis which has developed out of new theories of services marketing and industrial marketing and out of practical experience

Evert Gummesson

2002

Scholarcy highlights

  • This article places emphasis on relationships and interaction in marketing, an emphasis which has developed out of new theories of services marketing and industrial marketing and out of practical experience
  • The conclusions can be seen as part of a progress report from an ongoing research project which aims at developing a New Marketing Concept, that draws both on theory and on the views of practitioners
  • He is Associate Professor at the University of Stockholm, Sweden

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