Overview
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.
The book, Rethinking Marketing: Developing a New Understanding of Markets [Bulk, Wholesale, Quantity] ISBN#9780470021477 in Hardcover by may be ordered in bulk quantities. Minimum starts at 25 copies. Availability based on publisher status and quantity being ordered.
Details
Format:
Hardcover
Publication Date:
07/01/2005
ISBN-13:
9780470021477
Pages:
304
Publisher:
Wiley
