Legends in marketing: Philip Kotler/
series editor, Jagdish N. Sheth ; volume editor, William L. Wikie.
- New Delhi: SAGE, 2012.
- 9 v. (xxxi, 343 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. Broadening the concept of marketing (with Sidney J. Levy) -- 2. Marketing education for the 1970s -- 3. Beyond marketing : the furthering concept (with Sidney J. Levy) -- 4. Education problems and marketing (with Bernard Dubois) -- 5. Third sector management-the role of marketing (with Michael Murray) -- 6. Applying marketing theory to college admissions -- 7. The market for personal growth services (with Lenore Borzak) -- 8. Educational packagers : a modest proposal -- 9. Marketing and public relations : should they be partners or rivals? (with William Mindak) -- 10. marketing : a definition for community colleges (with Leslie A. Goldgehn) -- 11. Strategic planning for higher education (with Patrick E. Murphy) -- 12. Business marketing for political candidates (with Neil Kotler) -- 13. "Dream" vacations : the booming market for designed experiences -- 14. How to set the hospital's marketing budget -- 15. Broadening the concept of marketing still further : the megamarketing concept -- 16. The marketing of Parochial Schooling Modeled as an exchange process (with Bruce Wrenn) -- 17. What does it mean for pastors to adopt a market orientation? (with Bruce Wrenn, Norman Shawchuck, and Gustave Rath) -- 18. How the arts can prosper through strategic collaborations (with Joanne Scheff) -- 19. Crisis in the arts : the marketing response (with Joanne Scheff) -- 20. The marketing of leadership -- 21. Political marketing : generating effective candidates, campaigns, and causes (with Neil Kotler) -- 22. Can museums be all things to all people? : Missions, goals, and marketing's role (with Neil Kotler) -- 23. Alleviating poverty : a macro/micro marketing perspective (with Ned Roberto and Tony Leisner) -- 24. Marketing in the public sector : the final frontier (with Nancy R. Lee) -- 25. Being known or being one of many : the need for brand management for business-to-business (B2B) companies (with Waldemar Pfoertsch) -- 26. Philip Kotler as provocateur, agent, and champion / Alan R. andreasen -- 27. Social marketing : some social and marketing reflections / Gerald Zaltman -- 28. Philip Kotler, my friend and colleague / Sidney J. Levy -- 29. The role played by the broadening of marketing movement in the history of marketing thought.