Rethinking Marketing Developing a New

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.

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.

List of contributors

vii

Preface

xi

Introduction: rethinking marketing

1

(12)

H. Hakansson

I.J. Henjesand

A. Waluszewski

Part One Market forms

13

(58)

Perspectives and theories of market

15

(18)

I. Snehota

The ``market form'' concept in B2B marketing

33

(22)

K. Blois

Market forms and market models

55

(16)

G. Easton

Part Two Interaction between market actors

71

(116)

Exploring the exchange concept in marketing

75

(24)

H. Hakansson

F. Prenkert

Interactions between suppliers and customers in business markets

99

(18)

T. Ritter

D. Ford

A dynamic customer portfolio management perspective on market strategy

117

(20)

F. Selnes

M.D. Johnson

From understanding to managing customer value in business markets

137

(24)

J.C. Anderson

Developments on the supply side of companies

161

(26)

L-E. Gadde

G. Persson

Part Three Scientific approaches

187

(76)

The marketing discipline and distribution research: time to regain lost territory?

189

(18)

G. Gripsrud

Research methods in industrial marketing studies

207

(22)

A. Dubois

L. Araujo

Toward a new understanding of marketing: Gaps and opportunities

229

(20)

S.V. Troye

R. Howell

Conclusions: Reinterpreting the four Ps

249

(14)

H. Hakansson

A. Waluszewski

Index

263

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Rethinking Marketing Developing a New Understanding of Markets

Summary

Author Biography

Table of Contents

Supplemental Materials

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Rethinking Marketing Developing a New Understanding of Markets

Summary

Author Biography

Table of Contents

Supplemental Materials

Digital License