TY  - BOOK
AU  - Sheth, Jagdish N., ed.
AU  - Shankar, Venkatesh, ed.
TI  - Legends in marketing: Philip Kotler
SN  - 8132105192
U1  - 658.8 
PY  - 2012///
CY  - New Delhi
PB  - SAGE
KW  - Marketing	
KW  - Marketing research	
KW  - Kotler, Philip
N1  - 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
ER  -