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Name: Rethinking Marketing : Developing a New Understanding of Markets.
Price: 21777 JPY
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Author: Hakansson, Hakan / Harrison, D. / Waluszewski, A.
ISBN: 978-0-470-02147-7

Rethinking Marketing : Developing a New Understanding of Markets. マーケティングを再考する－市場の新たな理解を展開する

・ISBN 978-0-470-02147-7 hard US$ 92.95

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著者・編者	Hakansson, Hakan / Harrison, D. / Waluszewski, A.,
出版社	(Wiley, US)
出版年月	2004
ページ数	281 pp.
言語	ENG
ニュース番号	＜514-499 260-14754＞

解説

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.