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Journal Articles

Qualitative research in marketing: Road‐map for a wilderness of complexityand unpredictability

Evert Gummesson
Journal: European Journal of Marketing
European Journal of Marketing (2005) 39 (3-4): 309–327.
https://doi.org/10.1108/03090560510581791
Published: 01 March 2005
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Journal Articles

Action research in marketing

Chad Perry, Evert Gummesson
Journal: European Journal of Marketing
European Journal of Marketing (2004) 38 (3-4): 310–320.
https://doi.org/10.1108/03090560410518567
Published: 01 March 2004
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Journal Articles

Practical value of adequate marketing management theory

Evert Gummesson
Journal: European Journal of Marketing
European Journal of Marketing (2002) 36 (3): 325–349.
https://doi.org/10.1108/03090560210417156
Published: 01 April 2002
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Journal Articles

Relationship marketing and imaginary organizations: a synthesis

Evert Gummesson
Journal: European Journal of Marketing
European Journal of Marketing (1996) 30 (2): 31–44.
https://doi.org/10.1108/03090569610106635
Published: 01 February 1996
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Journal Articles

Marketing‐orientation Revisited: The Crucial Role of the Part‐time Marketer

Evert Gummesson
Journal: European Journal of Marketing
European Journal of Marketing (1991) 25 (2): 60–75.
https://doi.org/10.1108/03090569110139166
Published: 01 February 1991
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