Evert Gummesson
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Journal Articles

Balanced centricity and triads: strategies to reach ecosystem equilibrium in the arts sector

María José Quero Gervilla, Montserrat Díaz-Mendez, Evert Gummesson
Journal: Journal of Business & Industrial Marketing
Journal of Business & Industrial Marketing (2020) 35 (3): 447–456.
https://doi.org/10.1108/JBIM-12-2018-0389
Published: 10 December 2019
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Journal Articles

The theory/practice gap in B2B marketing: reflections and search for solutions

Evert Gummesson
Journal: Journal of Business & Industrial Marketing
Journal of Business & Industrial Marketing (2014) 29 (7-8): 619–625.
https://doi.org/10.1108/JBIM-10-2013-0222
Published: 29 July 2014
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Journal Articles

B2B is not an island!

Evert Gummesson, Francesco Polese
Journal: Journal of Business & Industrial Marketing
Journal of Business & Industrial Marketing (2009) 24 (5-6): 337–350.
https://doi.org/10.1108/08858620910966228
Published: 12 June 2009
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Journal Articles

Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts

Evert Gummesson
Journal: Journal of Business & Industrial Marketing
Journal of Business & Industrial Marketing (2004) 19 (2): 136–148.
https://doi.org/10.1108/08858620410524016
Published: 01 March 2004
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Journal Articles

All research is interpretive!

Evert Gummesson
Journal: Journal of Business & Industrial Marketing
Journal of Business & Industrial Marketing (2003) 18 (6-7): 482–492.
https://doi.org/10.1108/08858620310492365
Published: 01 December 2003
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Journal Articles

USING INTERNAL MARKETING TO DEVELOP A NEW CULTURE—THE CASE OF ERICSSON QUALITY

Evert Gummesson
Journal: Journal of Business & Industrial Marketing
Journal of Business & Industrial Marketing (1987) 2 (3): 23–28.
https://doi.org/10.1108/eb006032
Published: 01 March 1987
View article titled, USING INTERNAL MARKETING TO DEVELOP A NEW CULTURE—THE CASE OF ERICSSON QUALITY
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