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Legends in Marketing: Philip Kotler
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Legends in Marketing: Philip Kotler

First Edition
Nine Volume Set
Edited by:
  • Jagdish N. Sheth - Ph.D., Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, USA
February 2012 | 2 435 pages | SAGE Publications Pvt. Ltd
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The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This fifth set in the series, consisting of nine volumes, is a tribute to Philip Kotler. Known as one of the foremost authorities on marketing, a great listener and speaker, and a truly pioneering author, Professor Kotler is ranked as one of the six most influential business thinkers.

This set includes:

Volume 1: Marketing Theory and Orientations
Edited by: Ravi S Achrol
Volume 2: Analytical Marketing
Edited by: Robert C Blattberg
Volume 3: Creating and Managing the Product Mix
Edited by: Venkatesh Shankar
Volume 4: Improving the Role and Practice of Marketing
Edited by: Tim Ambler
Volume 5: Strategic Marketing
Edited by: Glen Urban
Volume 6: Globalization and International Marketing Competition
Edited by: Michael R Czinkota
Volume 7: Marketing in the New Economy
Edited by: Patrick J Duparcq
Volume 8: Broadening the Concept and Applications of Marketing
Edited by: William L Wilkie
Volume 9: Marketing: Its Social and Ethical Side
Edited by: Paul N Bloom
 
VOLUME 1
Set Introduction

Jagdish N Sheth
Volume Introduction

Ravi Achrol
Behavior Models for Analyzing Buyers

 
Some Needed Extensions in the Theory of Marketing Programming

 
Coping with the Complexities of Marketing

 
Metamarketing: The Furthering of Organizations, Persons, Places, and Causes

 
Demarketing, Yes, Demarketing

 
A Generic Concept of Marketing

 
Buying is Marketing, Too

 
The Major Tasks of Marketing Management

 
Atmospherics as a Marketing Tool

 
A Critical Assessment of Marketing Theory and Practice

 
Megamarketing

 
Creating the Responsive Organization

 
Humanistic Marketing: Beyond the Marketing Concept

 
From Mass Marketing to Mass Customization

 
It's Time for Total Marketing

 
Marketing's New Paradigm: What's really happening out there

 
Reconceptualizing Marketing: An interview with Philip Kotler

 
Marketing and Merchandising

 
From Market Driven to Market Driving

 
The Service-Dominant Logic for Marketing: A critique

 
Holistic Marketing: A broad, integrated perspective to marketing management

 
Alphabet Soup

 
 
Perspective of Other Scholars
John C. Narver

 
Torger Reve

 
Robert E. Spekman

 
David W. Stewart

 
Rajan Varadarajan

 
Ravi Achrol interviews Philip Kotler

 
 
VOLUME 2
Volume Introduction

Robert Blattberg
Elements in a Theory of Growth Stock Valuation

 
The Use of Mathematical Models in Marketing

 
Toward and Explicit Model for Media Selection

 
The Competitive Marketing Simulator - A New Management Tool

 
Quantitative Analysis in Marketing Research

 
Computerized Media Selection: Some Notes on the State of the Art

 
Evaluating Competitive Marketing Strategies Through Computer Simulation

 
New Mathematics for Marketing Planning

 
A Design for the Firm's Marketing Nerve Center

 
Operations Research in Marketing

 
Decision Processes in the Marketing Organization

 
Computer Simulation in the Analysis of New-Product Decisions

 
Mathematical Models of Individual Buyer Behavior

 
The Future of the Computer in Marketing

 
Marketing Simulations: Review and Prospects

 
Corporate Models: Better Marketing Plans

 
A Guide to Gathering Expert Estimates

 
Operations Research in Marketing

 
Perspective of other scholars

 
Robert Blattberg interviews Philip Kotler

 
 
VOLUME 3
Volume Introduction

Venkatesh Shankar
Marketing Mix Decisions for New Products

 
Phasing Out Weak Products

 
Competitive Strategies for New Product Marketing Over the Life Cycle

 
A Guide to Long-Range Product-Market Planning

 
Targeting Prospects for a New Product

 
Harvesting Strategies for Weak Products

 
Design: A Powerful but Neglected Strategic Tool

 
Strategic Marketing for New Programs

 
Flawed Products: Consumer Responses and Marketing Strategies

 
Idea Management

 
 
Perspective of Other Scholars
 
Venkatesh Shankar interviews Philip Kotler
 
VOLUME 4
Volume Introduction

Tim Ambler
Diagnosing the Marketing Takeover

 
It's Time to Cut Down on Advertising Waste

 
Marketing Professional Services

 
The Marketing Audit Comes of Age

 
From Sales Obsession to Marketing Effectiveness

 
Marketing's Drive to Maturity

 
The Future Marketing Manager

 
The Marketing Planning Process

 
A Framework for Marketing Image Management

 
Turbo-Marketing Through Time Compression

 
Auditing the Marketing Function

 
Boards Should Tune in to Corporate Marketing Programs

 
The Marketing Consultant

 
A Three-Part Plan for Upgrading Your Marketing Department for New Challenges

 
Ending the War Between Sales and Marketing

 
What CEOs Need to Know and Do About Marketing

 
Marketing: The Unappreciated Work Horse

 
Rethinking the Chain: Make Marketing Leaner, Faster and Better

 
 
Perspective of other Scholars
 
Tim Ambler interviews Philip Kotler
 
VOLUME 5
Volume Introduction

Glen Urban
Profits and the Marketing Concept

 
Marketing During Periods of Shortage

 
Strategic Remarketing: The Preferred Response to Shortages and Inflation

 
Strategies for High Market-Share Companies

 
Market Challenger Strategies

 
Marketing Warfare in the 1980s

 
Being Known or Being One of Many: The need for brand management for business-to-business (B2B) companies

 
 
Perspective of other Scholars
 
Glen Urban Interviews Philip Kotler
 
VOLUME 6
Volume Introduction

Michael Czinkota
The World's Champion Marketers: The Japanese

 
Japanese Strategic Marketing: An overview

 
Strategic Global Marketing: Lessons from the Japanese

 
Global Standardization: Courting danger

 
Global Marketing Strategies

 
Meeting the New Competition from Japan and the Far East

 
Semiotics of Person and Nation Marketing

 
The Potential Contributions of Marketing Thinking to Economic Development

 
Ending Global Stagnation: Linking the fortunes of the industrial and developing countries

 
Globalization -- Realities and Strategies

 
There's No Place Like Our Place! The Marketing of Cities, Religions, & Nations

 
The Asian Apocalypse: Crisis marketing for consumers and businesses

 
Only the Sustainable Succeed: Lessons from Asian survivors

 
Country as Brand, Product and Beyond: A place marketing and brand management perspective

 
How Can a Place Correct a Negative Image

 
 
Perspective of other Scholars
 
Michael Czinkota interviews Philip Kotler
 
VOLUME 7
Volume Introduction

Patrick DuParq
The Emergent Prosumer

 
Role of the Marketing Department in the Organization of the Future

 
Mapping the Future Marketplace

 
Managing Direct and Online Marketing

 
Marketing in the Network Economy

 
Marketing in the Age of Information Democracy

 
Nine Major Shifts in the New Economy

 
 
Perspective of other Scholars
 
Patrick DuParq interviews Philip Kotler
 
VOLUME 8
Volume Introduction

Bill Wilkie
Broadening the Concept of Marketing

 
Marketing Education in the 1970s

 
Beyond Marketing: The furthering concept

 
Education Problems and Marketing

 
Third Sector Management--The Role of Marketing

 
Applying Marketing Theory to College Admissions

 
The Market for Personal Growth Services

 
Educational Packagers: A modest proposal

 
Marketing and Public Relations: Should they be partners or rivals?

 
Marketing: A definition for community colleges

 
Strategic Planning for Higher Education

 
Business Marketing for Political Candidates

 
"Dream Vacations:" The booming market for designed experiences

 
How to Set the Hospital's Marketing Budget

 
Broadening the Concept of Marketing Still Further: The megamarketing concept

 
The Marketing of Parochial School Modeled as an Exchange Process

 
Can (Should) Religion Be Marketed?

 
What Does It Mean for Pastors to Adopt Market Orientation?

 
How the Arts Can Prosper Through Strategic Collaborations,

 
Crisis in the Arts: The marketing response

 
The Marketing of Leadership

 
Political Marketing-Generating Effective Candidates, Campaigns, and Causes

 
Can Museums Be All Things to All People? Missions, Goals, and Marketing's Role

 
The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought

 
Alleviating Poverty: A Macro/Micro Marketing Perspective

 
Marketing in the Public Sector: The final frontier

 
Being Known or Being One of Many: The need for brand management for business-to-business (B2B) companies

 
 
Perspective of other scholars
 
Bill Wilkie interviews Philip Kotler
 
VOLUME 9
Volume Introduction

Paul Bloomd
The Elements of Social Action

 
Social Marketing: An Approach to Planned Social Change

 
What Consumerism Means to Marketers

 
Advertising in the Nonprofit Sector

 
Axioms for Societal Marketing

 
A Marketing Approach to Energy Conservation

 
Strategies for Introducing Marketing into Nonprofit Organizations

 
The Marketing of Social Causes: The First Ten Years

 
Reducing Cigarette Smoking: An Opportunity for Social Marketing?

 
Strategic Marketing for Non-Profit Organizations

 
Not-for-Profit Marketing

 
Competitiveness and Civic Character

 
Best of Breed

 
Wrestling with Ethics: Is marketing ethics an oxymoron?

 
Ethical Lapses of Marketers

 
Alleviating Poverty: A macro/micro marketing perspective

 
Marketing in the Public Sector: The final frontier

 
 
Perspective of other scholars
 
Paul Bloom interviews Philip Kotler

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ISBN: 9788132105190
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