{"product_id":"rethinking-marketing","title":"Rethinking Marketing","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.  \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","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":54217280291160,"sku":"9780470021477","price":72.99,"currency_code":"EUR","in_stock":true}],"url":"https:\/\/agendabookshop.com\/products\/rethinking-marketing","provider":"Agenda Bookshop","version":"1.0","type":"link"}