000			00325nam a2200133Ia 4500
999			_c186635 _d186635
020			_a8132105192
040			_cCUS
082			_a658.8 _bSHE/L
245		0	_aLegends in marketing: Philip Kotler/ _cseries editor, Jagdish N. Sheth ; volume editor, Venkatesh Shankar.
260			_aNew Delhi: _bSAGE, _c2012.
300			_a9 v. (xxv, 128 p.) : _bill. ; _c26 cm.
440			_a(Legends in marketing)
505			_aV. 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.
650			_aMarketing
650			_aMarketing research
650			_aKotler, Philip
700			_aSheth, Jagdish N., ed.
700			_aShankar, Venkatesh, ed.
942			_cBOOKS