Business, Management and Accounting
8 years ago

Traditional marketing transformed: 30 relationships replace 4Ps for new strategy.

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
Evert Gummesson

Paper Summary

Total relationship marketing shifts marketing strategy from the traditional 4Ps to the 30Rs, focusing on relationships over products, price, promotion, and place. This new approach emphasizes building thirty different types of relationships with customers, suppliers, and other stakeholders.

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