000			00325nam a2200133Ia 4500
999			_c186637 _d186637
020			_a8132105192
040			_cCUS
082			_a658.8 _bSHE/L
245		0	_aLegends in marketing: Philip Kotler/ _cseries editor, Jagdish N. Sheth ; volume editor, Glen Urban.
260			_aNew Delhi: _bSAGE, _c2012.
300			_a9 v. (xxix, 92 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 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
650			_aMarketing
650			_aMarketing research
650			_aKotler, Philip
700			_aSheth, Jagdish N., ed.
700			_aUrban, Glen, ed.
942			_cBOOKS