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Harrison, Debbie; Waluszewski, Alexandra; Hekansson, Hekan 作者

Wiley

译者

2005-07-18 出版日期

294 页数

USD 80.00 价格

Hardcover

丛书系列

9780470021477 图书编码

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Rethinking Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Rethinking Marketing 在线电子书图书描述

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.

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