Buch, Englisch, 294 Seiten, Format (B × H): 175 mm x 251 mm, Gewicht: 668 g
Developing a New Understanding of Markets
Buch, Englisch, 294 Seiten, Format (B × H): 175 mm x 251 mm, Gewicht: 668 g
ISBN: 978-0-470-02147-7
Verlag: Wiley
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
List of Contributors.
Preface.
Introduction: Rethinking Marketing (H. Håkansson, I.J. Henjesand and A. Waluszewski).
SECTION 1. MARKET FORMS.
Perspective and Theories of Market (I. Snehota).
The 'Market Form' Concept in B2B Marketing (K. Blois).
Market Forms and Market Models (G. Easton).
SECTION 2. INTERACTION BETWEEN MARKET ACTORS.
Exploring the Exchange Concept in Marketing (H. Håkansson and F. Prenkert).
Interactions Between Suppliers and Customers in Business Markets (D. Ford and T. Ritter).
A Dynamic Customer Portfolio Management Perspective on Marketing Strategy (F. Selnes and M. Johnson).
From Understanding to Managing Customer Value in Business Markets (J. Anderson).
Developments in the Supply Side of Companies (L-E. Gadde and G. Persson).
SECTION 3. SCIENTIFIC APPROACHES.
The Marketing Discipline and Distribution Research: Time to Regain Lost Territory (G. Gripsrud)?
Research Methods in Industrial Marketing Studies (L. Araujo and A. Dubois).
Toward a New Understanding of Marketing: Gaps and Opportunities (S. Troye and R. Howell).
Conclusions: Reinterpreting the 4 P:s (H. Håkansson and A. Waluszewski).