Legends in marketing: Philip Kotler/
series editor, Jagdish N. Sheth ; volume editor, Venkatesh Shankar.
- New Delhi: SAGE, 2012.
- 9 v. (xxv, 128 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. marketing mix decision for new products -- 2. Phasing out weak products -- 3. Competitive strategies for new product marketing over the life cycle -- 4. Targeting prospects for a new product (with Gerald Zaltman) -- 5. Harvesting strategies for weak products -- 6. Design : a powerful but neglected strategic tool (with G. Alexander Rath) -- 7. Strategic marketing for new programs (rith Karen F.A. Fox) -- 8. Flawed products : consumer responses and marketer strategies (with Murali K. Mantrala) -- 9. Managing brand, product, and business deletions and managing the market environment : Phil Kotler, a thought leader ahead of his times / Rajan Varadarajan -- 10. Phil Kotler and "Lead-R" relevance : not jumping on the Bandwagon but shaping its direction / Satish Jayachandran -- 11. Phil Kotler's early work on new product decisions / Barry L. Bayus.