Many-to-Many Marketing as Grand Theory: A Nordic School Contribution

Evert Gummesson

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Service and Product Innovation Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Vargo and Lusch (2004a, p. 15) state that “the academic focus is shifting from the thing being exchanged to one on the process of exchange. Science has moved from a focus on mechanics to one on dynamics, evolutionary development, and the emergence of complex adaptive systems.” Services marketing, relationship marketing, customer relationship management (CRM), and oneto-one marketing, and in addition to those quality management and the balanced scorecard, have all contributed in this direction. But their potential has not been properly tapped; they have neither become as comprehensive nor been as successfully implemented as I had hoped. My conclusion is that a major hurdle is lack of grand theory, in which the parts, links, and changes of marketing can be addressed and be given meaning.

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