Legends in marketing: Philip Kotler/
series editor, Jagdish N. Sheth ; volume editor, Patrick J. Duparcq.
- New Delhi: SAGE, 2012.
- 9 v. (xxvi, 150 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. Prosumers : a new type of consumer -- 2. The role of the marketing department in the organization of the future -- 3. Mapping the future marketplace -- 4. Managing direct and online marketing -- 5. Marketing in the network economy (with Ravi S. Achrol) -- 6. Marketing in the age of information democracy (with Mohanbir Sawhney) -- 7. Nine major shifts in the new economy (with Dipak Jain and Suvit Maesincee) -- 8. The future with a baseline / Ward hanson -- 9. The impact of web 2.0 on business-to-business marketing / Thomas Steenburgh and Das Narayandas -- 10. The converging of disparate fields / Edward C. Malthouse -- 11. Technology and marketing : not an entirely new story / Patrick J. Duparcq -- 12. Impact of technology on marketing : an interview with Philip Kotler.