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  Gummeson

  Gummeson, Evert, ‘Why Relationship Marketing Is a Paradigm Shift: Some Conclusions From the 30Rs Approach’, Management Decision, available at http:/www.mcb.co.uk/services/conferen/feb96/relation.mar/new_phil/backgrnd.html

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  Gummesson

  Gummesson, Evert, ‘In Search of Marketing Equilibrium: Relationship Marketing versus Hypercompetition’, Journal of Marketing Management, Vol. 13, 1997, pp. 421-430.

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  Gummesson

  Gummesson, Evert, ‘Implementation Requires a Relationship Marketing Paradigm’, Journal of the Academy of Marketing Science, Vol. 26, No. 3, 1998, pp. 242-249.

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  Gummesson

  Gummesson, Evert, ‘Relationship Marketing and Imaginary Organizations: A Synthesis’, European Journal of Marketing, Vol. 30, No. 2, 1996, pp. 31-44.

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  Gupta

  Gupta, Ashok K., Raj, S.P. and Wilemon, David, ‘The R&D-Marketing Interface in High-Technology Firms’, Journal of Product Innovation Management, 2, 1985, pp.12-24

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