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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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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.
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