Home » Rethinking Marketing

Rethinking Marketing

€72.99
Quantity:
In stock with our UK publisher. 14-28 days
Delivery/Collection within 10-20 working days
14 days return policy Shipping & Delivery
academic
art
book
Category=KJS
consumer behaviour
dramatic
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
europe
extensive
increase
involvement
kotlers
leaders
new understanding
picture
publication
publications
range
state
studies
thought
today
twenty
urgent
us

Product details

  • ISBN 9780470021477
  • Weight: 652g
  • Dimensions: 176 x 252mm
  • Publication Date: 16 Jul 2004
  • Publisher: John Wiley & Sons Inc
  • Publication City/Country: US
  • Product Form: Hardback
Secure checkout Fast Shipping Easy returns
Description
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
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.