Practical value of adequate marketing management theory

By E. Gummesson. 2002

232 citations recorded by the source corpus.

Subfields: Management of Technology and Innovation, Marketing

View Paper: https://www.semanticscholar.org/paper/ab4212d912e2dbfa0751a4468fcb64086d4ca13b

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management of Technology and Innovation

1. C. Lovelock

In Marketing

1. E. Gummesson
2. C. Lovelock
3. Stephen Louis Vargo

Citations in the corpus

• Customer Relationship Management: Its Dimensions and Effect on Customer Outcomes (2004, unknown): “CRM, as an emerging discipline, urgently cries out for theoretical assistance (Gummesson 2002a) if it is to be properly embedded within organizational strategy (Langerak and Verhoef 2003).”
• Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts (2004, background): “However, when relationship marketing, CRM, and services marketing are combined with a network view they become drivers of a paradigm shift in marketing and the creation of new marketing theory ( Gummesson, 2002b”
• Whither Services Marketing? (2004, background): “Relationship marketing has benefited from service-specific research (Berry 1983; Crosby, Evans, and Cowles 1990; Gummesson 1994, 2002b) but also applies to consumer durables (especially those of high value) and industrial goods.”
• Qualitative research in marketing (2005, background): “My general stance is that theory in marketing is not really developing beyond conventional concepts, piecemeal models, current events and success stories ( Gummesson, 2002a ).”
• CRM and customer-centric knowledge management: an empirical research (2003, background): “CRM, as an emerging discipline, is in great need of theoretical assistance (Gummesson, 2002).”