Rethinking Marketing
Developing a New Understanding of Markets
Published on 16. July 2004
Book
Hardback
294 pages
978-0-470-02147-7 (ISBN)
Description
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.
More details
Persons
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.
Content
List of Contributors.
Preface.
Introduction: Rethinking Marketing (H. Håkansson, I.J. Henjesand and A. Waluszewski).
SECTION 1. MARKET FORMS.
Perspective and Theories of Market (I. Snehota).
The 'Market Form' Concept in B2B Marketing (K. Blois).
Market Forms and Market Models (G. Easton).
SECTION 2. INTERACTION BETWEEN MARKET ACTORS.
Exploring the Exchange Concept in Marketing (H. Håkansson and F. Prenkert).
Interactions Between Suppliers and Customers in Business Markets (D. Ford and T. Ritter).
A Dynamic Customer Portfolio Management Perspective on Marketing Strategy (F. Selnes and M. Johnson).
From Understanding to Managing Customer Value in Business Markets (J. Anderson).
Developments in the Supply Side of Companies (L-E. Gadde and G. Persson).
SECTION 3. SCIENTIFIC APPROACHES.
The Marketing Discipline and Distribution Research: Time to Regain Lost Territory (G. Gripsrud)?
Research Methods in Industrial Marketing Studies (L. Araujo and A. Dubois).
Toward a New Understanding of Marketing: Gaps and Opportunities (S. Troye and R. Howell).
Conclusions: Reinterpreting the 4 P:s (H. Håkansson and A. Waluszewski).