Dr. Gummesson is Professor of  Marketing at the Stockholm University School of Business, Sweden.  His interests embrace services, quality management, relationship marketing and CRM, and currently a network approach to a new logic of marketing, reflected in his latest book Marketing as Networks: The Birth of Many-to-Many Marketing.  In 2000 he received the American Marketing Association’s (AMA) Award for Leadership in Services and his article (with Christopher Lovelock) ”Whither Services Marketing?”, in the Journal of Service Research, won the AMA Award for Best Article on Services in 2004.

He is also the author of several articles on methodology and theory generation in marketing and the book Qualitative Methods in Management Research.  He has also spent 25 years in business.  He is one of the 50 most important contributors to the development of marketing included in the guru list of the Chartered Insitute of Marketing (CIM), UK.

• Relationship Marketing
• Services Marketing
• Quality Management
• Marketing and Networks

• Gummesson, E. (2008), “Exit Services Marketing – Enter Service Marketing”, in Baker, M. and Hart S. (Eds.), The Marketing Book, Butterworth-Heinemann, Oxford.
• Gummesson, E. (2007), “Case Studies”, in Dictionary of Management Research, Sage Publications, London.
• Gummesson, E. (2007), “Access to reality: observations on observational methods”, Qualitative Market Research, No. 2, Vol. 10, pp.130-134.
• Gummesson, E. (2007), “Exit Services Marketing – Enter Service Marketing”, Journal of Customer Behaviour, Vol. 6, No. 2, pp. 113-141.
• Gummesson, E. (2007), ”Case Study Research”, in Gustavsson, Bengt, (Eds.), The Principles of  Knowledge Creation Methods, Edward Elgar, Cheltenham, UK.
• Gummesson, E. (2006), “Many-to-many marketing as grand theory: A Nordic School Contribution”, in Lusch, Robert F. and Vargo, Stephen L. (Eds.), Toward a Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Sharpe, New York.
• Gummesson, E. (2006), “Qualitative Research in Management: Addressing Complexity, Context and Persona”, Management Decision, Vol. 44, No. 2, (Spring), pp. 167-179. Emerald Award for Outstanding Article.
• Gummesson, E. (2006), “Implementing the marketing concept: from service and value to lean consumption”, Marketing Theory, Vol. 6, No. 3, pp. 291-293.
• Gummesson, E. (2006), “After Relationship Marketing, CRM and One-to-One: Many-to-Many Networks”, Finanza Marketing e Produzione, No.1, pp. 138-144.
• von Friedrichs Grängsjö, Y. and Gummesson, E. (2006), “Hotel Networks and Social Capital in Destination Marketing”, Service Industry Management, Vol. 17, No.1, pp. 58-75.
• Gummesson, E. (2005), “Qualitative research in marketing: roadmap for a wilderness of complexity and unpredictability”, European Journal of Marketing, Vol. 39, No. 3/4,pp. 309-327.
• Gummesson, E. (2004), “The Practical Value of Adequate Marketing Management Theory”, in Buber, R., Gadner, J. and Richards, L. (Eds.), Applying Qualitative Methods to Marketing Management Research, Palgrave/Macmillan, London.
• Gummesson, E. (2004), “Return on Relationships (ROR): The Value of Relationship Marketing and CRM in Business-to-Business Contexts”, Journal of Business and Industrial Marketing, Vol. 19, Issue 2.
• Perry, C. and Gummesson, E. (2004), “Action research in marketing”, Commentary, European Journal of Marketing, Vol. 38, No. 3/4,  pp. 310-320.
• Lovelock, C. and Gummesson, E. (2004), “Whither Services Marketing? In Search of a Paradigm and  Fresh Perspectives”, Journal of Service Research, Vol. 7, No.1, pp. 20-41. Winner of the American Marketing Association Best Services Article Award for 2004.
• Gummesson, E. (2003), “All Research Is Interpretive!” Journal of Business and Industrial Marketing, Vol. 18, No. 6/7, pp. 482-492. Highly Commended Award from the Editor and the Literati Club.
• Gummesson, E. (2002), “Relationship Marketing and a New Economy: It’s Time for De-Programming”, Journal of Services Marketing, Vol. 16, No. 7, pp. 585-589
• Gummesson, E. (2002), “Practical Value of Adequate Marketing Management Theory”, European Journal of Marketing, Vol. 36, No. 3, pp. 325-349.
• Gummesson, E. (2002), Total Relationship Marketing, Butterworth-Heinemann, Oxford. (revised 2nd edition).
• Gummesson, E. (2000), Qualitative Methods in Management Research, Sage, Thousand Oaks, CA (revised 2nd edition). Chinese version published in 2006.