{"product_id":"rethinking-marketing-isbn-9780470021477","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  List of Contributors.  \u003cp\u003ePreface.\u003c\/p\u003e \u003cp\u003eChapter 1. Introduction: Rethinking Marketing (H. Håkansson, I.J. Henjesand and A. Waluszewski).\u003c\/p\u003e \u003cp\u003ePART ONE: MARKET FORMS.\u003c\/p\u003e \u003cp\u003eChapter 2. Perspective and Theories of Market (I. Snehota).\u003c\/p\u003e \u003cp\u003eChapter 3. The ‘Market Form’ Concept in B2B Marketing (K. Blois).\u003c\/p\u003e \u003cp\u003eChapter 4. Market Forms and Market Models (G. Easton).\u003c\/p\u003e \u003cp\u003ePART TWO: INTERACTION BETWEEN MARKET ACTORS.\u003c\/p\u003e \u003cp\u003eChapter 5. Exploring the Exchange Concept in Marketing (H. Håkansson and F. Prenkert).\u003c\/p\u003e \u003cp\u003eChapter 6. Interactions Between Suppliers and Customers in Business Markets (D. Ford and T. Ritter).\u003c\/p\u003e \u003cp\u003eChapter 7. A Dynamic Customer Portfolio Management Perspective on Marketing Strategy (F. Selnes and M. Johnson).\u003c\/p\u003e \u003cp\u003eChapter 8. From Understanding to Managing Customer Value in Business Markets (J. Anderson).\u003c\/p\u003e \u003cp\u003eChapter 9. Developments on the Supply Side of Companies (L-E. Gadde and G. Persson).\u003c\/p\u003e \u003cp\u003ePART THREE: SCIENTIFIC APPROACHES.\u003c\/p\u003e \u003cp\u003eChapter 10. The Marketing Discipline and Distribution Research: Time to Regain Lost Territory? (G. Gripsrud)?\u003c\/p\u003e \u003cp\u003eChapter 11. Research Methods in Industrial Marketing Studies (L. Araujo and A. Dubois).\u003c\/p\u003e \u003cp\u003eChapter 12. Toward a New Understanding of Marketing: Gaps and Opportunities (S. Troye and R. Howell).\u003c\/p\u003e \u003cp\u003eChapter 13. Conclusions: Reinterpreting the Four Ps (H. Håkansson and A. Waluszewski).\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  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.  \u003cp\u003eDebbie 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 \u003ci\u003eJournal of Business Research, Technology Analysis and Strategic Management\u003c\/i\u003e, and the \u003ci\u003eJournal of Management Studies\u003c\/i\u003e in the areas of network change, path dependence and relationship dissolution.\u003c\/p\u003e \u003cp\u003eAlexandra 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.\u003c\/p\u003e  James C. Anderson is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management, Kellogg School of Management, Northwestern University.  \u003cp\u003eLuis Araujo is a Reader in Industrial Marketing at Lancaster University Management School.\u003c\/p\u003e \u003cp\u003eKeith Blois is a Fellow in Industrial Marketing at Templeton College, University of Oxford.\u003c\/p\u003e \u003cp\u003eAnna Dubois is Associate Professor at the Department of Industrial Marketing, Chalmers University of Technology.\u003c\/p\u003e \u003cp\u003eGeoff Easton is Professor of Marketing in the Management School at Lancaster University.\u003c\/p\u003e \u003cp\u003eDavid Ford is Professor of Marketing at the University of Bath, School of Management in the UK\u003c\/p\u003e \u003cp\u003eLars-Erik Gadde is Professor of Industrial Marketing at Chalmers University of Technology in Gothenburg, Sweden and associated to the faculty of the Norwegian School of Management in Sandvika, Norway.\u003c\/p\u003e \u003cp\u003eGeir Gripsrud is Professor of Marketing and Dean of Bachelor Studies at the Norwegian School of Management.\u003c\/p\u003e \u003cp\u003eInge Jan Henjesand is Associate Professor of Marketing and Executive Vice President for Research and Academic Faculty at the Norwegian School of Management.\u003c\/p\u003e \u003cp\u003eRoy Howell is currently the J.B. Hoskins Professor of Marketing at Texas Tech University.\u003c\/p\u003e \u003cp\u003eMichael Johnson is D. Maynard Phelps Professor of Business Administration and Professor of Marketing, University of Michigan Business School and teaches in Michiganâ??s MBA and Ph.D. programs as well as a variety of the Schoolâ??s executive educations seminars.\u003c\/p\u003e \u003cp\u003eGoran Persson is Professor of Business Logistics at the Norwegian School of Management in Oslo.\u003c\/p\u003e \u003cp\u003eFrans Prenkert holds a Ph.D. in Industrial Marketing from Uppsala University, Sweden.\u003c\/p\u003e \u003cp\u003eThomas Ritter is an associate professor at the Copenhagen Business School.\u003c\/p\u003e \u003cp\u003eFred Selnes is professor in Marketing at BI â?? Norwegian School of Management.\u003c\/p\u003e \u003cp\u003eIvan Snehota is Professor of Marketing at the University of Lugano in Switzerland and at the Department of Buysiness Studies at Uppsala University in Sweden.\u003c\/p\u003e \u003cp\u003eSigurd Villads Troye is professor of Marketing at the Norwegian School of Economics and Business Administration.\u003c\/p\u003e  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 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.\u003c\/p\u003e \u003cp\u003eThree basic issues are addressed:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow should we look at the market and its different forms, given the existence of dynamics?\u003c\/li\u003e \u003cli\u003eHow should we look upon the exchange between market players given the existence of relationships and other close cooperative efforts?\u003c\/li\u003e \u003cli\u003eWhat kind of scientific approaches can we use when studying markets and market players?\u003c\/li\u003e \u003c\/ul\u003e 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.  \u003cp\u003eContributors include:\u003c\/p\u003e \u003cp\u003eJames C. Anderson, Luis Araujo, Keith Blois, Anna Dubois, Geoff Easton, David Ford, Lars-Erik Gadde, Geir Gripsrud, Inge Jan Henjesand, Roy Howell, Michael Johnson, Gøran Persson, Frans Prenkert, Thomas Ritter, Fred Selnes, Ivan Snehota, Sigurd Villads Troye\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989957034213,"sku":"NP9780470021477","price":68.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470021477.jpg?v=1761786024","url":"https:\/\/k12savings.com\/es\/products\/rethinking-marketing-isbn-9780470021477","provider":"K12savings","version":"1.0","type":"link"}