Rethinking Marketing: Developing A New Understanding Of Markets - Couverture rigide

 
9780470021477: Rethinking Marketing: Developing A New Understanding Of Markets
Couverture rigide
ISBN 10 : 0470021470 ISBN 13 : 9780470021477
Editeur : John Wiley & Sons Inc, 2004

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.

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À propos de l?auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
John Wiley & Sons Inc
Date d'édition
2004
Langue
anglais
ISBN 10 
0470021470
ISBN 13 
9780470021477
Reliure
Relié
Nombre de pages
304
Éditeur
Håkansson Håkan, Harrison Debbie, Waluszewski Alexandra
Coordonnées du fabricant
non disponible
Personne responsable
non disponible