Evert Gummesson Knihy

Focusing on modern relationship marketing, this third edition of Gummesson's influential work offers a comprehensive analysis that remains unique in its perspective. It's designed to be highly informative and practical, featuring updated examples from real companies. The book serves as an essential resource for both undergraduate and postgraduate students, enhanced with discussion questions and end-of-chapter summaries to facilitate learning and understanding.

Engaging both literature and philosophy, the author combines extensive business research experience to explore the management process. This book offers a unique journey that is both entertaining and informative, appealing to management researchers seeking deeper insights.

Focusing on the complexities of real-world scenarios, this book introduces 'case theory' as an innovative extension of traditional case study research. It encompasses both methodology and the diverse outcomes that arise from case studies, offering a comprehensive framework for understanding business and management challenges. By integrating these elements, it aims to enhance the effectiveness of case study research in addressing practical issues in the field.