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Customer Relationship Management (CRM) is a key feature throughout this newly revised edition Comprehensive coverage on the Internet, e-Business and one-to one marketing New examples, cases, concepts and references have been added to aid the reader.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49629796139281,"sku":"GOR002778875","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ WELL_READ \/ INTERNAL","offer_id":50214605226257,"sku":"GOR013890392","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":52604618768657,"sku":"GOR005246828","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0750654074.jpg?v=1751450301"},{"product_id":"case-theory-in-business-and-management-book-evert-gummesson-9781446210628","title":"Case Theory in Business and Management","description":"′This meticulous book submits research and the research process to deep scrutiny. It debunks the unhelpful dichotomy between quantitative and qualitative research and highlights the great value of multi-method and interactive research, approaches that have greatly deepened our thinking.′   – Professor Adrian Payne, University of New South Wales, Australia \/ Professor Pennie Frow, University of Sydney   Setting out to dispel the argument that case study research lacks the science, theory and therefore validity of other forms of research, Evert Gummesson combines many decades of experience as both a renowned scholar and a reflective practitioner to effectively bridge the divide between case theory and how it is applied in practice.    Bringing the fundamental strengths of cases to the fore, Gummesson introduces the ′Case Theory′ concept as an expanded version of case study research which includes both methodology and the types of results that emerge by:     Guiding the reader in the theoretical and philosophical underpinning  Demonstrating how to translate theory to pertinent research practice that address the real and consequential issues in business and management today.    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A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work.  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