{"product_id":"rethinking-marketing-developing-a-new-understanding-of-markets-9780470021477","title":"Rethinking Marketing: Developing a New Understanding of Markets","description":"\u003cp\u003e • Author(s): Hakan Hakansson\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003eThis 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.  \u003c\/p\u003e\u003cp\u003eSince the publication of Kotler's \u003ci\u003eMarketing Management\u003c\/i\u003e 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.  \u003ci\u003eRethinking Marketing\u003c\/i\u003e demonstrates a misfit between the existing theoretical toolbox and important development trends in the marketplace.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Hardcover","offer_id":45201409966231,"sku":"9780470021477","price":7653.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780470021477.webp?v=1767667908","url":"https:\/\/atlanticbooks.com\/products\/rethinking-marketing-developing-a-new-understanding-of-markets-9780470021477","provider":"Atlantic Books","version":"1.0","type":"link"}