Legends in marketing: Philip Kotler/ series editor, Jagdish N. Sheth ; volume editor, Ravi S. Achrol. - New Delhi: SAGE, 2012. - 9 v. (lxv, 351 p.) : ill. ; 26 cm. - (Legends in marketing) .

V. 1. Marketing theory and orientations --
v. 2. Analytical marketing --
v. 3. Creating and managing the product mix --
v. 4. Improving the role and practice of marketing --
v. 5. Strategic marketing --
v. 6. Globalization and international marketing competition --
v. 7. Marketing in the new economy --
v. 8. Broadening the concept and applications of marketing --
v. 9. The social and ethical side of marketing.

1. Behavioral models for analyzing buyers --
2. Coping with the complexities of marketing --
3. Metamarketing : the furthering of organizations, persons, places and causes --
4. Demarketing, yes, demarketing (with Sidney J. Levy) --
5. A generic concept of marketing --
6. Buying is marketing too! (with Sidney J. Levy) --
7. The Major tasks of marketing management --
8. Atmospherics as a marketing tool --
9. A critical assessment of marketing theory and practice --
10. Megamarketing --
11. Humanistic marketing : beyond the marketing concept --
12. From mass marketing to mass customization --
13. It's time for total marketing --
14. Marketing's new paradigm : What's really happening out there --
15. Reconceptualizing marketing : an interview with Philip Kotler --
16. Marketing and merchandising --
17. From market driven to market driving (with Nirmalya Kumar and Lisa Scheer) --
18. The service-dominant logic for marketing : a critique (with Ravi S. Achrol) --
19. Holistic marketing : a broad, integrated perspective to marketing management (with Kevin Lane Keller) --
20. Alphabet soup --
21. Some major contributions of Philip Kotler to marketing theory / John C. Narver --
22. The master of conceptualizations / Torger Reve --
23. Commentaries on some selected articles of Philip Kotler / Robert E. Spekman --
24. Emergence of specialized streama of inquiry in marketing and the envolving marketing nomenclature : some reflections on Phil Kotler's contributions to marketing literature / Rajan Varadarajan --
25. Commentary on the Achrol-Kotler critique of domainant logic / Robert E. Spekman --
26. On the ontology of "Domain logics" in marketing / David W. Stewart --
27. Getting to know Pjilip Better : an interview with Philip Kotler.

8132105192


Marketing
Marketing research
Kotler, Philip

658.8 / SHE/L