{"product_id":"rethinking-marketing-developing-a-new-understanding-of-markets-0470021470","title":"Rethinking Marketing: Developing a New Understanding of Markets","description":"\u003cp\u003e\u003cstrong\u003eISBN:\u003c\/strong\u003e 0470021470\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eAuthor:\u003c\/strong\u003e H\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eCondition:\u003c\/strong\u003e New\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.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.\u003c\/p\u003e","brand":"Mia Karts","offers":[{"title":"Default Title","offer_id":51931246526752,"sku":"NEW0470021470","price":122.84,"currency_code":"USD","in_stock":true}],"url":"https:\/\/miakarts.com\/products\/rethinking-marketing-developing-a-new-understanding-of-markets-0470021470","provider":"Miakarts Books","version":"1.0","type":"link"}