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Item Details
Title: A NEW UNDERSTANDING OF MARKETING
DEVELOPING A NEW UNDERSTANDING OF MARKETS
By: Hakan Hakansson (Editor), Debbie Harrison (Editor), Alexandra Waluszewski (Editor)
Format: Hardback

List price: £56.95
Our price: £51.26
Discount:
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You save: £5.69
ISBN 10: 0470021470
ISBN 13: 9780470021477
Availability: Usually dispatched within 1-3 weeks.
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Stock: Currently 0 available
Publisher: JOHN WILEY AND SONS LTD
Pub. date: 16 July, 2004
Pages: 294
Description: Based on a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US.
Synopsis: 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.
Illustrations: Illustrations
Publication: UK
Imprint: John Wiley & Sons Ltd
Returns: Returnable
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