Evert Gummesson

Evert Gummesson is a Swedish professor known for his contributions to the field of marketing and service management. He emphasizes the importance of relationships in business, arguing that successful marketing focuses on building strong connections with customers rather than just selling products. Gummesson advocates for "relationship marketing," which prioritizes long-term engagement over one-time transactions. He is also known for his research on services as a key component of the economy, illustrating how service quality and customer experience can greatly impact business success. His ideas have influenced both academic theory and practical marketing strategies.