TY  - BOOK
AU  - Sheth, Jagdish N., ed.
AU  - Ambler, Tim, ed.
TI  - Legends in marketing: Philip Kotler
SN  - 8132105192
U1  - 658.8 
PY  - 2012///
CY  - New Delhi
PB  - SAGE
KW  - Marketing	
KW  - Marketing research	
KW  - Kotler, Philip	
N1  - 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. Diagnosing the marketing takeover --
2. It's time to cut down on advertising waste (with Fred C. Allvine and Paul N. Bloom) --
3. Marketing professional services (with Richard A. Connor, Jr.) --
4. The marketing audit comes of age (with William Gregor and William Rodgers) --
5. From sales obsession to marketing effectiveness --
6. Marketing's drive to maturity --
7. The future marketing manager --
8. The marketing planning process (with Karen F.A. Fox) --
9. A framwork of marketing image management (with Howard Barich) --
10. Turbo marketing through time compression (with Paul J. Stonich) --
11. Auditing the marketing function (with William H. Rodgers and Gerard A. Osborne) --
12. Boards should tune in to corporate marketing programs --
13. The marketing consultant (with Robert Spekman) --
14. A three-part plan for upgrading your marketing department for new challenges --
15. Ending the war between sales and marketing (with Neil Rackham and Suj Krishnaswamy) --
16. What CEOs need to know and do about marketing (with John C. Westman) --
17. Marketing : the unappreciated workhorse --
18. Rethinking the chain : make marketing leaner, faster and better (with Robert Shaw) --
19. Kotler, marketing, and me / Patrick Barwise --
20. Philip is everywhere / Hugh Davidson --
21. Philip Kotler : the great marketing generalist / Winston Fletcher
ER  -