Legends in marketing: Philip Kotler/
series editor, Jagdish N. Sheth ; volume editor, Glen Urban.
- New Delhi: SAGE, 2012.
- 9 v. (xxix, 92 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. 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