{"product_id":"9780470021477","title":"Rethinking Marketing Developing a New Understanding of Markets","description":"\u003ch1\u003eRethinking Marketing\u003c\/h1\u003e\u003ch2\u003eDeveloping a New Understanding of Markets\u003c\/h2\u003e\u003ch3\u003eHåkan Håkansson | Debbie Harrison | Alexandra Waluszewski\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003eThis 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.  \u003cp\u003eSince the publication of Kotler's \u003ci\u003eMarketing Management\u003c\/i\u003e 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.  \u003ci\u003eRethinking Marketing\u003c\/i\u003e demonstrates a misfit between the existing theoretical toolbox and important development trends in the marketplace.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e  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.  \u003cp\u003eDebbie 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 \u003ci\u003eJournal of Business Research, Technology Analysis and Strategic Management\u003c\/i\u003e, and the \u003ci\u003eJournal of Management Studies\u003c\/i\u003e in the areas of network change, path dependence and relationship dissolution.\u003c\/p\u003e \u003cp\u003eAlexandra 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.\u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e01 July 2005\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780470021477\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e304\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e23.0\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44378407108748,"sku":"9780470021477","price":83.66,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780470021477.jpg?v=1780196690","url":"https:\/\/lateknightbooks.com\/products\/9780470021477","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}