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Rethinking marketing : developing a new understanding of markets
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Hakansson, IJ Henjesand and A Waluszewski as discussed by the authors proposed a new understanding of marketing: Gaps and Opportunities (S Troye and R Howell).Abstract:
List of ContributorsPrefaceChapter 1 Introduction: Rethinking Marketing (H Hakansson, IJ Henjesand and A Waluszewski)PART ONE: MARKET FORMSChapter 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 ACTORSChapter 5 Exploring the Exchange Concept in Marketing (H Hakansson 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 APPROACHESChapter 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 Hakansson and A Waluszewski)Indexread more
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