{"product_id":"rethinking-marketing-developing-a-new-understanding-of-markets-hardback-9780470021477","title":"Rethinking Marketing; Developing a New Understanding of Markets (Hardback) 9780470021477","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eRethinking Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eDeveloping a New Understanding of Markets\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eHåkan Håkansson (Edited by), H Hakansson (Author), Debbie Harrison (Edited by), Alexandra Waluszewski (Edited by)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470021477, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 16 July 2004\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e304 pages\u003cbr\u003e25.2 x 17.6 x 2.3 cm, 0.652 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThis 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.  \u003cp\u003eSince the publication of Kotler's \u003ci\u003eMarketing Management\u003c\/i\u003e 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.  \u003ci\u003eRethinking Marketing\u003c\/i\u003e demonstrates a misfit between the existing theoretical toolbox and important development trends in the marketplace.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eList of Contributors.  \u003cp\u003ePreface.\u003c\/p\u003e \u003cp\u003eChapter 1. Introduction: Rethinking Marketing (H. Håkansson, I.J. Henjesand and A. Waluszewski).\u003c\/p\u003e \u003cp\u003ePART ONE: MARKET FORMS.\u003c\/p\u003e \u003cp\u003eChapter 2. Perspective and Theories of Market (I. Snehota).\u003c\/p\u003e \u003cp\u003eChapter 3. The ‘Market Form’ Concept in B2B Marketing (K. Blois).\u003c\/p\u003e \u003cp\u003eChapter 4. Market Forms and Market Models (G. Easton).\u003c\/p\u003e \u003cp\u003ePART TWO: INTERACTION BETWEEN MARKET ACTORS.\u003c\/p\u003e \u003cp\u003eChapter 5. Exploring the Exchange Concept in Marketing (H. Håkansson and F. Prenkert).\u003c\/p\u003e \u003cp\u003eChapter 6. Interactions Between Suppliers and Customers in Business Markets (D. Ford and T. Ritter).\u003c\/p\u003e \u003cp\u003eChapter 7. A Dynamic Customer Portfolio Management Perspective on Marketing Strategy (F. Selnes and M. Johnson).\u003c\/p\u003e \u003cp\u003eChapter 8. From Understanding to Managing Customer Value in Business Markets (J. Anderson).\u003c\/p\u003e \u003cp\u003eChapter 9. Developments on the Supply Side of Companies (L-E. Gadde and G. Persson).\u003c\/p\u003e \u003cp\u003ePART THREE: SCIENTIFIC APPROACHES.\u003c\/p\u003e \u003cp\u003eChapter 10. The Marketing Discipline and Distribution Research: Time to Regain Lost Territory? (G. Gripsrud)?\u003c\/p\u003e \u003cp\u003eChapter 11. Research Methods in Industrial Marketing Studies (L. Araujo and A. Dubois).\u003c\/p\u003e \u003cp\u003eChapter 12. Toward a New Understanding of Marketing: Gaps and Opportunities (S. Troye and R. Howell).\u003c\/p\u003e \u003cp\u003eChapter 13. Conclusions: Reinterpreting the Four Ps (H. Håkansson and A. Waluszewski).\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52255799214360,"sku":"9780470021477","price":56.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470021477.jpg?v=1781274153","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/rethinking-marketing-developing-a-new-understanding-of-markets-hardback-9780470021477","provider":"Freshly Printed Books","version":"1.0","type":"link"}