Rethinking Marketing

Developing a New Understanding of Markets

Inbunden, Engelska, 2004

Av Håkan Håkansson, Debbie Harrison, Alexandra Waluszewski, Hakan (Norwegian School Of Management) Hakansson, Debbie (Norwegian School Of Management) Harrison, Alexandra (Uppsala University) Waluszewski

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This groundbreaking book recognises and addresses the urgent need to develop a new understanding of marketing. Based on the involvement of twenty thought leaders from Europe and the US, this book gives us both a state of the art picture of marketing today and a look ahead to the marketing challenges of tomorrow. Since the publication of Kotler's Marketing Management in 1967, marketing has witnessed a dramatic increase in academic involvement. Today there is an extensive range of publications available covering a variety of topics - from cognitive studies of consumer behaviour to organising international distribution - but the 4 Ps, based on the marketing mix model, remains as the dominant theoretical base. Rethinking Marketing demonstrates a misfit between the existing theoretical toolbox and important development trends in the marketplace.

Produktinformation

Utgivningsdatum2004-07-16
Mått176 x 252 x 23 mm
Vikt652 g
FormatInbunden
SpråkEngelska
Antal sidor304
FörlagJohn Wiley & Sons Inc
ISBN9780470021477

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Försäljning och marknadsföring inom Ekonomi och ledarskap

Hakan Hakansson is the NEMI professor of International Management at the Norwegian School of Management, BI. He is also one of the founder members of the international IMP Group. Publications include a number of articles in international journals as well as a number of books. Debbie Harrison is an Associate Professor in the Department of Strategy and Logistics at the Norwegian School of Management BI. She has published articles in the Journal of Business Research, Technology Analysis and Strategic Management, and the Journal of Management Studies in the areas of network change, path dependence and relationship dissolution.Alexandra Waluszewski is Associate Professor at the Department for Business Studies and the STS Centre, Uppsala University. She has published several studies within both the IMP and STS research traditions and is also a free-lance writer.

List of Contributors. Preface.Chapter 1. Introduction: Rethinking Marketing (H. Håkansson, I.J. Henjesand and A. Waluszewski).PART ONE: MARKET FORMS.Chapter 2. Perspective and Theories of Market (I. Snehota).Chapter 3. The ‘Market Form’ Concept in B2B Marketing (K. Blois).Chapter 4. Market Forms and Market Models (G. Easton).PART TWO: INTERACTION BETWEEN MARKET ACTORS.Chapter 5. Exploring the Exchange Concept in Marketing (H. Håkansson and F. Prenkert).Chapter 6. Interactions Between Suppliers and Customers in Business Markets (D. Ford and T. Ritter).Chapter 7. A Dynamic Customer Portfolio Management Perspective on Marketing Strategy (F. Selnes and M. Johnson).Chapter 8. From Understanding to Managing Customer Value in Business Markets (J. Anderson).Chapter 9. Developments on the Supply Side of Companies (L-E. Gadde and G. Persson).PART THREE: SCIENTIFIC APPROACHES.Chapter 10. The Marketing Discipline and Distribution Research: Time to Regain Lost Territory? (G. Gripsrud)?Chapter 11. Research Methods in Industrial Marketing Studies (L. Araujo and A. Dubois).Chapter 12. Toward a New Understanding of Marketing: Gaps and Opportunities (S. Troye and R. Howell).Chapter 13. Conclusions: Reinterpreting the Four Ps (H. Håkansson and A. Waluszewski).Index.