Rethinking Marketing Developing a New Understanding of Markets

by Hå; kansson, Hå; kan; Harrison, Debbie; Waluszewski, Alexandra

• ISBN13: 9780470021477
• ISBN10: 0470021470
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-06-24
• Publisher: WILEY

Summary

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.

Author Biography

Hakan Hakansson is the NEMI professor of International Management at the Norwegian School of Management, BI. He is also one of the founder members of the international IMP Group. Publications include a number of articles in international journals as well as a number of books.

Debbie Harrison is an Associate Professor in the Department of Strategy and Logistics at the Norwegian School of Management BI. She has published articles in the Journal of Business Research, Technology Analysis and Strategic Management, and the Journal of Management Studies in the areas of network change, path dependence and relationship dissolution.

Alexandra Waluszewski is Associate Professor at the Department for Business Studies and the STS Centre, Uppsala University. She has published several studies within both the IMP and STS research traditions and is also a free-lance writer.

Table of Contents

List of contributors	vii
Preface	xi
Introduction: rethinking marketing	1	(12)
H. Hakansson
I.J. Henjesand
A. Waluszewski
Part One Market forms	13	(58)
Perspectives and theories of market	15	(18)
I. Snehota
The ``market form'' concept in B2B marketing	33	(22)
K. Blois
Market forms and market models	55	(16)
G. Easton
Part Two Interaction between market actors	71	(116)
Exploring the exchange concept in marketing	75	(24)
H. Hakansson
F. Prenkert
Interactions between suppliers and customers in business markets	99	(18)
T. Ritter
D. Ford
A dynamic customer portfolio management perspective on market strategy	117	(20)
F. Selnes
M.D. Johnson
From understanding to managing customer value in business markets	137	(24)
J.C. Anderson
Developments on the supply side of companies	161	(26)
L-E. Gadde
G. Persson
Part Three Scientific approaches	187	(76)
The marketing discipline and distribution research: time to regain lost territory?	189	(18)
G. Gripsrud
Research methods in industrial marketing studies	207	(22)
A. Dubois
L. Araujo
Toward a new understanding of marketing: Gaps and opportunities	229	(20)
S.V. Troye
R. Howell
Conclusions: Reinterpreting the four Ps	249	(14)
H. Hakansson
A. Waluszewski
Index	263