Description
Book SynopsisBased on a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US.
Table of ContentsList 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.
