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Textbook
Rethinking Marketing: Developing a New Understanding of MarketsISBN: 978-0-470-02147-7
Hardcover
294 pages
June 2005, ©2004
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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Three basic issues are addressed:
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How should we look at the market and its different forms, given the existence of dynamics?
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How should we look upon the exchange between market players given the existence of relationships and other close cooperative efforts?
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What kind of scientific approaches can we use when studying markets and market players?
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