Rethinking Marketing Developing a New Understanding of Markets Hardcover - 2005 - 1st Edition

First line

In 1967, when Philip Kotler presented his now widely famous book Marketing Management, neither academic nor business audiences were spoiled with approaches offering serious analyses of the concept of marketing.

From the rear cover

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?

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, G, ran Persson, Frans Prenkert, Thomas Ritter, Fred Selnes, Ivan Snehota, Sigurd Villads Troye