Rethinking Marketing: Developing a New Understanding of Markets - Hardcover

Über die Autorin bzw. den Autor

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.

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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?

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

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James C. Anderson is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management, Kellogg School of Management, Northwestern University.

Luis Araujo is a Reader in Industrial Marketing at Lancaster University Management School.

Keith Blois is a Fellow in Industrial Marketing at Templeton College, University of Oxford.

Anna Dubois is Associate Professor at the Department of Industrial Marketing, Chalmers University of Technology.

Geoff Easton is Professor of Marketing in the Management School at Lancaster University.

David Ford is Professor of Marketing at the University of Bath, School of Management in the UK

Lars-Erik Gadde is Professor of Industrial Marketing at Chalmers University of Technology in Gothenburg, Sweden and associated to the faculty of the Norwegian School of Management in Sandvika, Norway.

Geir Gripsrud is Professor of Marketing and Dean of Bachelor Studies at the Norwegian School of Management.

Inge Jan Henjesand is Associate Professor of Marketing and Executive Vice President for Research and Academic Faculty at the Norwegian School of Management.

Roy Howell is currently the J.B. Hoskins Professor of Marketing at Texas Tech University.

Michael Johnson is D. Maynard Phelps Professor of Business Administration and Professor of Marketing, University of Michigan Business School and teaches in Michiganâ??s MBA and Ph.D. programs as well as a variety of the Schoolâ??s executive educations seminars.

Goran Persson is Professor of Business Logistics at the Norwegian School of Management in Oslo.

Frans Prenkert holds a Ph.D. in Industrial Marketing from Uppsala University, Sweden.

Thomas Ritter is an associate professor at the Copenhagen Business School.

Fred Selnes is professor in Marketing at BI â?? Norwegian School of Management.

Ivan Snehota is Professor of Marketing at the University of Lugano in Switzerland and at the Department of Buysiness Studies at Uppsala University in Sweden.

Sigurd Villads Troye is professor of Marketing at the Norwegian School of Economics and Business Administration.