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

Nine-Volume Set


Other Titles:
Marketing

© 2012 | 2 435 pages | SAGE Publications Pvt. Ltd
BACK
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.

The volumes in the set include:

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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