Rethinking Marketing: Developing A New Understanding Of Markets - Rilegato

Hakansson, Hakan; Harrison, Debbie; Waluszewski, Alexandra

Rilegato

ISBN 10: 0470021470 ISBN 13: 9780470021477

Casa editrice: John Wiley & Sons Inc, 2004

Riassunto

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.

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Informazioni sull'autore

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.

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.

Three basic issues are addressed:

• How should we look at the market and its different forms, given the existence of dynamics?
• How should we look upon the exchange between market players given the existence of relationships and other close cooperative efforts?
• What kind of scientific approaches can we use when studying markets and market players?

Following a comprehensive discussion of these issues the book concludes by reexamining existing theories in light of these new ideas, challenging existing ways of thinking and looking towards a new future for marketing.

Contributors include:

James C. Anderson, Luis Araujo, Keith Blois, Anna Dubois, Geoff Easton, David Ford, Lars-Erik Gadde, Geir Gripsrud, Inge Jan Henjesand, Roy Howell, Michael Johnson, Gøran Persson, Frans Prenkert, Thomas Ritter, Fred Selnes, Ivan Snehota, Sigurd Villads Troye

Dettagli dell'edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2004
• Lingua: Inglese
• ISBN 10: 0470021470
• ISBN 13: 9780470021477
• Rilegatura: Copertina rigida
• Numero di pagine: 281
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile