Rethinking Marketing

Name: Rethinking Marketing
Author: Håkan Håkansson

Developing a New Understanding of Markets

Gebonden Engels 2004 9780470021477

79,41

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Samenvatting

This book is the result of a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US. The seminar is part of project funded for 4 – 5 years to discuss the future of marketing. Three basic issues are addressed: How should we look at the market and its different forms, given the existence of dynamics? How should we look upon the exchange between market players given the existence of relationships and other close cooperative efforts? What kind of scientific approaches can we use when studying markets and market players? Following a comprehensive discussion of these issues the book concludes by reexamining existing theories in light of these new ideas, challenging existing ways of thinking and looking towards a new future for marketing.

Specificaties

ISBN13:9780470021477

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:294

Uitgever:John Wiley & Sons

Hoofdrubriek:Reclame en verkoop, Algemeen management

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Inhoudsopgave

List of Contributors.
Preface.
Chapter 1. Introduction: Rethinking Marketing (H. Håkansson, I.J. Henjesand and A. Waluszewski).
PART ONE: MARKET FORMS.
Chapter 2. Perspective and Theories of Market (I. Snehota).
Chapter 3. The Market Form Concept in B2B Marketing (K. Blois).
Chapter 4. Market Forms and Market Models (G. Easton).
PART TWO: INTERACTION BETWEEN MARKET ACTORS.
Chapter 5. Exploring the Exchange Concept in Marketing (H. Håkansson and F. Prenkert).
Chapter 6. Interactions Between Suppliers and Customers in Business Markets (D. Ford and T. Ritter).
Chapter 7. A Dynamic Customer Portfolio Management Perspective on Marketing Strategy (F. Selnes and M. Johnson).
Chapter 8. From Understanding to Managing Customer Value in Business Markets (J. Anderson).
Chapter 9. Developments on the Supply Side of Companies (L–E. Gadde and G. Persson).
PART THREE: SCIENTIFIC APPROACHES.
Chapter 10. The Marketing Discipline and Distribution Research: Time to Regain Lost Territory? (G. Gripsrud)?
Chapter 11. Research Methods in Industrial Marketing Studies (L. Araujo and A. Dubois).
Chapter 12. Toward a New Understanding of Marketing: Gaps and Opportunities (S. Troye and R. Howell).
Chapter 13. Conclusions: Reinterpreting the Four Ps (H. Håkansson and A. Waluszewski).
Index.