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关键词:
Rethinking Marketing: Developing a New Understanding of Markets
书目信息
ISBN:
9780470021477
本馆索书号:
中图分类号:
F7
中文译名:
作者:
Hkan Hkansson
编者:
语种:
英语
出版信息
出版社:
Wiley
出版地:
出版年:
2005
版本:
版本类型:
原版
丛书题名:
卷期:
文献信息
关键词:
前言:
摘要:
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.
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全文链接:
http://www.itextbook.cn/f/book/bookDetail?bookId=1dd3e726a18c4ad7ba9c4ab529fd5e54
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