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Rethinking Marketing: Developing a New Understanding of Markets



Rethinking Marketing: Developing a New Understanding of Markets


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.

List of Contributors.


Chapter 1. Introduction: Rethinking Marketing (H. Håkansson, I.J. Henjesand and A. Waluszewski).


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).


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).


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).


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?