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Implementation requires a relationship marketing paradigm

  • Marketing in the 21st Century
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Authors and Affiliations

  1. Stockholm University, Sweden

    Evert Gummesson

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  1. Evert Gummesson
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Additional information

Evert Gummesson is a professor of service management and marketing at Stockholm University, Sweden. In addition, he has had 25 years of experience in business as a manager and a consultant. His research focuses on services, quality, and relationship marketing. In 1977, he published the first book on services marketing in Scandinavia and is considered one of the international pioneers of services marketing. His most recent book,Relationship Marketing—From 4Ps to 30Rs, won the Swedish Marketing Association’s Award of “Best Marketing Book of the Year.” He is a cofounder of the Service Research Center (CTF) in Sweden and the international-conference series on “Quality in Services” (QUIS).

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Gummesson, E. Implementation requires a relationship marketing paradigm. J. of the Acad. Mark. Sci. 26, 242–249 (1998). https://doi.org/10.1177/0092070398263006

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