Rethinking Marketing: Developing a New Understanding of Markets

Hakansson

ISBN 10: 0470021470 / ISBN 13: 9780470021477

Published by John Wiley & Sons Inc, 2005

About this Item

Based on a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US. Editor(s): Hakansson, Hakan; Harrison, Debbie; Waluszewski, Alexandra. Num Pages: 294 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 252 x 180 x 22. Weight in Grams: 660. . 2005. 1st Edition. Hardcover. . . . . Books ship from the US and Ireland.

Seller Inventory # V9780470021477

Bibliographic Details

• Title: Rethinking Marketing: Developing a New Understanding of Markets
• Publisher: John Wiley & Sons Inc
• Publication Date: 2005
• Language: English
• ISBN 10: 0470021470
• ISBN 13: 9780470021477
• Binding: Hardcover
• Condition: New

About this title

Synopsis

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.

About the Author

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.