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

Contributor(s):

Material type:

TextSeries: (Legends in marketing)Publication details: New Delhi: SAGE, 2012.Description: 9 v. (xxv, 128 p.) : ill. ; 26 cmISBN:

8132105192

Subject(s):

DDC classification:

658.8 SHE/L

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
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	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

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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