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Legends in marketing: Philip Kotler/ series editor, Jagdish N. Sheth ; volume editor, Venkatesh Shankar.

Contributor(s): Sheth, Jagdish N., ed | Shankar, Venkatesh, edMaterial type: Text

TextSeries: (Legends in marketing)Publication details: New Delhi: SAGE, 2012Description: 9 v. (xxv, 128 p.) : ill. ; 26 cmISBN: 8132105192Subject(s): Marketing | Marketing research | Kotler, PhilipDDC classification: 658.8

Contents:

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 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.

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Holdings
Item type	Current library	Collection	Call number	Vol info	Status	Date due	Barcode	Item holds
Reference Books	Central Library, Sikkim University Reference	Reference Collection	658.8 SHE/L (Browse shelf(Opens below))	v.3	Not For Loan		P41649

Total holds: 0

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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 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.

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