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" Rethinking marketing : "
Håkan Håkansson with Debbie Harrison, Alexandra Waluszewski.
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BL
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| Record Number
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1035292
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| Doc. No
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b789662
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| Main Entry
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Håkansson, Håkan,1947-
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| Title & Author
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Rethinking marketing : : developing a new understanding of markets /\ Håkan Håkansson with Debbie Harrison, Alexandra Waluszewski.
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| Publication Statement
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Hoboken :: Wiley,, ©2004.
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| Page. NO
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x, 281 pages :: illustrations ;; 25 cm
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| ISBN
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0470021470
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: 9780470021477
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| Notes
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"This book is the result of the seminar that was held in May 2003 in Oslo."
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Introduction: rethinking marketing / H. Håkansson, I.J. Henjesand and A. Waluszewski -- pt. 1. Market forms -- Perspectives and theories of market / I. Snehota -- The "market form" concept in B2B marketing / K. Blois -- Market forms and market models / G. Easton -- pt. 2. Interaction between market actors -- Exploring the exchange concept in marketing / H. Håkansson and F. Prenkert -- Interactions between suppliers and customers in business markets / T. Ritter and D. Ford -- A dynamic customer portfolio management perspective on market strategy / F. Selnes and M.D. Johnson -- From understanding to managing customer value in business markets / J.C. Anderson -- Developments on the supply side of companies / L-E. Gadde and G. Persson -- pt. 3. Scientific approaches -- The marketing discipline and distribution research: time to regain lost territory? / G. Gripsrud -- Research methods in industrial marketing studies / A. Dubois and L. Araujo -- Toward a new understanding of marketing: gaps and opportunities / S.V. Troye and R. Howell -- Conclusions: reinterpreting the four Ps / H. Håkansson and A. Waluszewski.
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| Abstract
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Responding to social changes, technological developments and innovative research methodologies, this book offers a rethinking of marketing and discusses what the future holds for the world of sales and promotions.
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| Subject
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Marketing, Congresses.
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Marketing, Congrès.
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Marketing
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Marketing.
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5411.H35 2004
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| NLM classification
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85.40bcl
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QP 600rvk
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| Added Entry
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Harrison, Debbie.
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Waluszewski, Alexandra.
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