List of Contributors.

Preface.

Chapter 1. Introduction: Rethinking Marketing (H. Håkansson, I.J. Henjesand and A. Waluszewski).

PART ONE: MARKET FORMS.

Chapter 2. Perspective and Theories of Market (I. Snehota).

Chapter 3. The ‘Market Form’ Concept in B2B Marketing (K. Blois).

Chapter 4. Market Forms and Market Models (G. Easton).

PART TWO: INTERACTION BETWEEN MARKET ACTORS.

Chapter 5. Exploring the Exchange Concept in Marketing (H. Håkansson and F. Prenkert).

Chapter 6. Interactions Between Suppliers and Customers in Business Markets (D. Ford and T. Ritter).

Chapter 7. A Dynamic Customer Portfolio Management Perspective on Marketing Strategy (F. Selnes and M. Johnson).

Chapter 8. From Understanding to Managing Customer Value in Business Markets (J. Anderson).

Chapter 9. Developments on the Supply Side of Companies (L-E. Gadde and G. Persson).

PART THREE: SCIENTIFIC APPROACHES.

Chapter 10. The Marketing Discipline and Distribution Research: Time to Regain Lost Territory? (G. Gripsrud)?

Chapter 11. Research Methods in Industrial Marketing Studies (L. Araujo and A. Dubois).

Chapter 12. Toward a New Understanding of Marketing: Gaps and Opportunities (S. Troye and R. Howell).

Chapter 13. Conclusions: Reinterpreting the Four Ps (H. Håkansson and A. Waluszewski).

Index.

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.

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.

Contributors include:

James C. Anderson, Luis Araujo, Keith Blois, Anna Dubois, Geoff Easton, David Ford, Lars-Erik Gadde, Geir Gripsrud, Inge Jan Henjesand, Roy Howell, Michael Johnson, Gøran Persson, Frans Prenkert, Thomas Ritter, Fred Selnes, Ivan Snehota, Sigurd Villads Troye

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).  

James C. Anderson is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management, Kellogg School of Management, Northwestern University.

Luis Araujo is a Reader in Industrial Marketing at Lancaster University Management School.

Keith Blois is a Fellow in Industrial Marketing at Templeton College, University of Oxford.

Anna Dubois is Associate Professor at the Department of Industrial Marketing, Chalmers University of Technology.

Geoff Easton is Professor of Marketing in the Management School at Lancaster University.

David Ford is Professor of Marketing at the University of Bath, School of Management in the UK

Lars-Erik Gadde is Professor of Industrial Marketing at Chalmers University of Technology in Gothenburg, Sweden and associated to the faculty of the Norwegian School of Management in Sandvika, Norway.

Geir Gripsrud is Professor of Marketing and Dean of Bachelor Studies at the Norwegian School of Management.

Inge Jan Henjesand is Associate Professor of Marketing and Executive Vice President for Research and Academic Faculty at the Norwegian School of Management.

Roy Howell is currently the J.B. Hoskins Professor of Marketing at Texas Tech University.

Michael Johnson is D. Maynard Phelps Professor of Business Administration and Professor of Marketing, University of Michigan Business School and teaches in Michiganâ??s MBA and Ph.D. programs as well as a variety of the Schoolâ??s executive educations seminars.

Goran Persson is Professor of Business Logistics at the Norwegian School of Management in Oslo.

Frans Prenkert holds a Ph.D. in Industrial Marketing from Uppsala University, Sweden.

Thomas Ritter is an associate professor at the Copenhagen Business School.

Fred Selnes is professor in Marketing at BI â?? Norwegian School of Management.

Ivan Snehota is Professor of Marketing at the University of Lugano in Switzerland and at the Department of Buysiness Studies at Uppsala University in Sweden.

Sigurd Villads Troye is professor of Marketing at the Norwegian School of Economics and Business Administration.