000 | 00325nam a2200133Ia 4500 | ||
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999 |
_c186635 _d186635 |
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020 | _a8132105192 | ||
040 | _cCUS | ||
082 |
_a658.8 _bSHE/L |
||
245 | 0 |
_aLegends in marketing: Philip Kotler/ _cseries editor, Jagdish N. Sheth ; volume editor, Venkatesh Shankar. |
|
260 |
_aNew Delhi: _bSAGE, _c2012. |
||
300 |
_a9 v. (xxv, 128 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. 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. | ||
650 | _aMarketing | ||
650 | _aMarketing research | ||
650 | _aKotler, Philip | ||
700 | _aSheth, Jagdish N., ed. | ||
700 | _aShankar, Venkatesh, ed. | ||
942 | _cBOOKS |