TY  - BOOK
AU  - Sheth, Jagdish N., ed.
AU  - Urban, Glen, 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. Marketing during periods of shortage --
2. Strategic remarketing : the preferred response to shortages and inflation (with V. Balachandran) --
3. Strategies for high market-share companies (with Paul N. Bloom) --
4. Market challenger strategies --
5. Marketing warfare in the 1980s (with Ravi Singh) --
6. Being known or being one of many : the need for brand management for business-to-business (B2B) companies (with Waldemar Pfoertsch) --
7. On a personal note / Glen Urban --
8. The externalities and second-order effects of Kotler in marketing strategies / John Roberts --
9. Reflections / Alvin Silk --
10. A personal note / Jerry Wind
ER  -