Rethinking Marketing
Subtitle: Developing a New Understanding of Markets
Contributors: Håkan Håkansson (Editor); Debbie Harrison (Editor); Alexandra Waluszewski (Editor)
Publisher: Wiley
Published: July 18, 2005
Language: eng
Number of pages: 294
ISBN-13: 9780470021477
First sentence: In 1967, when Philip Kotler presented his now widely famous book Marketing Management, neither academic nor business audiences were spoiled with approaches offering serious analyses of the concept of marketing.