000			00325nam a2200133Ia 4500
999			_c186633 _d186633
020			_a8132105192
040			_cCUS
082			_a658.8 _bSHE/L
245		0	_aLegends in marketing: Philip Kotler/ _cseries editor, Jagdish N. Sheth ; volume editor, Ravi S. Achrol.
260			_aNew Delhi: _bSAGE, _c2012.
300			_a9 v. (lxv, 351 p.) : _bill. ; _c26 cm.
440			_a(Legends in marketing)
505			_aV. 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. Behavioral models for analyzing buyers -- 2. Coping with the complexities of marketing -- 3. Metamarketing : the furthering of organizations, persons, places and causes -- 4. Demarketing, yes, demarketing (with Sidney J. Levy) -- 5. A generic concept of marketing -- 6. Buying is marketing too! (with Sidney J. Levy) -- 7. The Major tasks of marketing management -- 8. Atmospherics as a marketing tool -- 9. A critical assessment of marketing theory and practice -- 10. Megamarketing -- 11. Humanistic marketing : beyond the marketing concept -- 12. From mass marketing to mass customization -- 13. It's time for total marketing -- 14. Marketing's new paradigm : What's really happening out there -- 15. Reconceptualizing marketing : an interview with Philip Kotler -- 16. Marketing and merchandising -- 17. From market driven to market driving (with Nirmalya Kumar and Lisa Scheer) -- 18. The service-dominant logic for marketing : a critique (with Ravi S. Achrol) -- 19. Holistic marketing : a broad, integrated perspective to marketing management (with Kevin Lane Keller) -- 20. Alphabet soup -- 21. Some major contributions of Philip Kotler to marketing theory / John C. Narver -- 22. The master of conceptualizations / Torger Reve -- 23. Commentaries on some selected articles of Philip Kotler / Robert E. Spekman -- 24. Emergence of specialized streama of inquiry in marketing and the envolving marketing nomenclature : some reflections on Phil Kotler's contributions to marketing literature / Rajan Varadarajan -- 25. Commentary on the Achrol-Kotler critique of domainant logic / Robert E. Spekman -- 26. On the ontology of "Domain logics" in marketing / David W. Stewart -- 27. Getting to know Pjilip Better : an interview with Philip Kotler.
650			_aMarketing
650			_aMarketing research
650			_aKotler, Philip
700			_aSheth, Jagdish N., ed.
700			_aAchrol, Ravi S., ed.
942			_cBOOKS