Rethinking Marketing: Developing a New Understanding of Markets

ISBN-13: 9780470021477 / Angielski / Twarda / 2005 / 294 str.

Hakan Hakansson; Alexandra Waluszewski; Hekan Hekansson

Opis

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.

Spis treści

List of Contributors.

Preface.

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

PART ONE: MARKET FORMS.

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).

PART TWO: INTERACTION BETWEEN MARKET ACTORS.

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).

PART THREE: SCIENTIFIC APPROACHES.

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).

Index.

O autorze

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 the Norwegian School of Management BI. She has published articles in the Journal of Business Research, Technology Analysis and Strategic Management, and the Journal of Management Studies in the areas of network change, path dependence and relationship dissolution.

Alexandra Waluszewski is Associate Professor at the Department for Business Studies and the STS Centre, Uppsala University. She has published several studies within both the IMP and STS research traditions and is also a free–lance writer.

Blurb

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.

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.

Contributors include:

James C. Anderson, Luis Araujo, Keith Blois, Anna Dubois, Geoff Easton, David Ford, Lars–Erik Gadde, Geir Gripsrud, Inge Jan Henjesand, Roy Howell, Michael Johnson, Gøran Persson, Frans Prenkert, Thomas Ritter, Fred Selnes, Ivan Snehota, Sigurd Villads Troye