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.

Rethinking Marketing: Developing a New Understanding of Markets

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Hardback by Håkan Håkansson , Debbie Harrison

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This groundbreaking book recognises and addresses the urgent need to develop a new understanding of marketing. Based on the involvement... Read more

    Publisher: John Wiley & Sons Inc
    Publication Date: 16/07/2004
    ISBN13: 9780470021477, 978-0470021477
    ISBN10: 0470021470

    Number of Pages: 294

    Non Fiction , Business, Finance & Law

    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.

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