Rethinking Marketing: Developing a New Understanding of Markets

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.

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.

Contributors include:

James 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

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Other editions

• 

  Rethinking Marketing: Sustainable Marketing Enterprise in Asia

  • 2012-12-11
  • - pages
  • Ebook
  • FT Press
• 

  Rethinking Marketing: The Entrepreneurial Imperative

  • 2009
  • 352 pages
  • Paperback
  • Prentice Hall
• 

  Rethinking Marketing: The Entrepreneurial Imperative

  • 2007-12-31
  • 352 pages
  • Paperback
  • Prentice Hall
• 

  Rethinking Marketing: Qualitative Strategies and Exotic Visions

  • 2000
  • 211 pages
  • Paperback
  • Quorum Books

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