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E. Gummesson (2008)
Extending the service-dominant logic: from customer centricity to balanced centricityJournal of the Academy of Marketing Science, 36
E. Gummesson, C. Grönroos (2012)
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P. Maglio, J. Spohrer (2008)
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G. Shostack (1996)
Designing Services That Deliver
C. Lovelock, E. Gummesson (2004)
Whither Services Marketing?Journal of Service Research, 7
E. Gummesson (2004)
Service Provision Calls for Partners Instead of PartiesJournal of Marketing, 68
Helge Löbler (2013)
Service‐dominant networksJournal of Service Management, 24
E. Gummesson (1998)
Implementation requires a relationship marketing paradigmJournal of the Academy of Marketing Science, 26
R. Fisk, Stephen Brown, M. Bitner (1993)
Tracking the evolution of the services marketing literatureJournal of Retailing, 69
G. Shostack (1977)
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Montserrat Díaz-Méndez, M. Saren, E. Gummesson (2017)
Considering pollution in the higher education (HE) service ecosystem: The role of students’ evaluation surveysThe Tqm Journal, 29
E. Gummesson (2017)
From relationship marketing to total relationship marketing and beyondJournal of Services Marketing, 31
PurposeThe purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.Design/methodology/approachThis viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.FindingsOne should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.Originality/valueThe emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.
Journal of Historical Research in Marketing – Emerald Publishing
Published: Nov 18, 2019
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