Academic Keynote
Evert Gummesson
Evert Gummesson is Professor Emeritus of Marketing and Management at the Stockholm Business School (SBS), and is its former Research Director. Evert is an international pioneer in the fields of service, relationships and qualitative methodology, currently with special focus on the new logic on service and the challenge of the complexity of the networks of relationships that form our society. He has received the American Marketing Association’s (AMA) Award for Leadership in Services, and the Chartered Institute of Marketing (CIM), UK, has listed him as one of the 50 most important contributors to the development of marketing. Evert has published numerous articles, written twenty-five books and edited or contributed to more than fifty books. With his co-author Christopher Lovelock, he won in 2005 the American Marketing Association Best Services Article Award for "Whither Services Marketing? In Search of a Paradigm and Fresh Perspectives," published in the Journal of Service Research. His book Total Relationship Marketing has won the award Marketing Book of the Year by the Swedish Marketing Federation, and is currently being revised for a fourth edition in English.
At ICRM, Evert will start the Full Colloquium by taking a wider look at Relationship Marketing. His keynote “Relationship Marketing: What it was, What it is, and What it will be” captures the historical roots of the discipline, brings the debate to the present, and will lead into the Full Colloquium with a fresh outlook for delegates to reflect on.