This book is the result of a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US. The seminar is part of project funded for 4 - 5 years to discuss the future of marketing. 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? Following a comprehensive discussion of these issues the book concludes by reexamining existing theories in light of these new ideas, challenging existing ways of thinking and looking towards a new future for marketing.
Author(s): HA?kan HA?kansson, Debbie Harrison, Alexandra Waluszewski
Edition: 1
Year: 2005
Language: English
Pages: 294
Rethinking Marketing......Page 3
Contents......Page 7
List of contributors......Page 9
Preface......Page 13
1 Introduction: rethinking marketing......Page 15
2 Perspectives and theories of market......Page 29
3 The "market form" concept in B2B marketing......Page 47
4 Market forms and market models......Page 69
5 Exploring the exchange concept in marketing......Page 89
6 Interactions between suppliers and customers in business markets......Page 113
7 A dynamic customer portfolio management perspective on market strategy......Page 131
8 From understanding to managing customer value in business markets......Page 151
9 Developments on the supply side of companies......Page 175
10 The marketing discipline and distribution research: time to regain lost territory?......Page 203
11 Research methods in industrial marketing studies......Page 221
12 Toward a new understanding of marketing: Gaps and opportunities......Page 243
13 Conclusions: Reinterpreting the four Ps......Page 263
Index......Page 277
