Legends in marketing: Philip Kotler/
series editor, Jagdish N. Sheth ; volume editor, Paul N. Bloom.
- New Delhi: SAGE, 2012.
- 9 v. (xxii, 230 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. The elements of social action -- 2. Social marketing : an approach to planned social change (with Gerald Zaltman) -- 3. What consumerism means for marketers -- 4. Advertising in the nonprofit sector -- 5. A marketing approach to energy conservation (with Arthur Sterngold) -- 6. Strategies for introducing marketing into nonprofit organizations -- 7. The marketing of social causes : the first 10 years (with Karen F.A. Fox) -- 8. Reducing cigarette smoking : an opportunity for social marketing? (with Karen F.A. Fox) -- 9. Strategic marketing for non-profit organizations (with Alan R. Andreasen) -- 10. Not-for-profit marketing (with Alan R. Andreasen) -- 11. Competitiveness and civiv character -- 12. Best of breed (with Nancy Lee) -- 13. Wrestling with ethics : is marketing ethics an oxymoron? -- 14. Ethical lapses of marketers -- 15. Alleviating poverty : a macro/micro marketing perspective (with Ned Roberto and Tony Leisner) -- 16. Marketing in the public sector : the final frontier (with nancy R. Lee) -- 17. A reflective commentary on Philip Kotler / Sonya A. Grier -- 18. Social action work / Kash Rangan -- 19. The contributions of Philip Kotler to CSR and marketing ethics / Patrick E. Murphy.