Rethinking Marketing: Developing a New Understanding of Markets
Hakansson
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Description for Rethinking Marketing: Developing a New Understanding of Markets
Hardcover. Based on a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US. Editor(s): Hakansson, Hakan; Harrison, Debbie; Waluszewski, Alexandra. Num Pages: 294 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 252 x 180 x 22. Weight in Grams: 660.
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.
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, ... Read more
Show LessProduct Details
Format
Hardback
Publication date
2004
Publisher
John Wiley & Sons Inc United Kingdom
Number of pages
294
Condition
New
Number of Pages
294
Place of Publication
New York, United States
ISBN
9780470021477
SKU
V9780470021477
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-1
About Hakansson
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. Debbie Harrison is an Associate Professor in the Department of Strategy and Logistics at ... Read more
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