Legends in Marketing: Philip Kotler : Philip Kotler
ISBN: 9788132105190 | 8132105192
Format: HardcoverPublisher: SAGE Publications Pvt. Ltd
Pub. Date: 2/6/2012
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Volume 1: Marketing Theory and OrientationsEdited by: Ravi Achrol, The George Washington University, Washington D.C., USAVolume 2: Analytical MarketingEdited by: Robert Blattberg, Kellogg School of Management, USAVolume 3: Creating and Managing the Product MixEdited by: Venkatesh Shankar, A&M University, Texas, USAVolume 4: Improving the Role and Practice of MarketingEdited by: Tim Ambler, London Business School, London, UKVolume 5: Strategic MarketingEdited by: Glen Urban, MIT Center for Digital Business, Cambridge, USAVolume 6: Globalization ... MORE
| Set Introduction | |
| Volume Introduction | |
| Behavior Models for Analyzing Buyers | |
| Some Needed Extensions in the Theory of Marketing Programming | |
| Coping with the Complexities of Marketing | |
| Metamarketing: The Furthering of Organizations, Persons, Places, and Causes | |
| Demarketing, Yes, Demarketing | |
| a Generic Concept of Marketing | ... MORE |
| Buying is Marketing, Too | |
| The Major Tasks of Marketing Management | |
| Atmospherics as a Marketing Tool | |
| a Critical Assessment of Marketing Theory and Practice | |
| Megamarketing | |
| Creating the Responsive Organization | |
| Humanistic Marketing: Beyond the Marketing Concept | |
| From Mass Marketing to Mass Customization | |
| It's Time for Total Marketing | |
| Marketing's New Paradigm: What's really happening out there | |
| Reconceptualizing Marketing: An interview with Philip Kotler | |
| Marketing and Merchandising | |
| From Market Driven to Market Driving | |
| The Service-Dominant Logic for Marketing: a critique | |
| Holistic Marketing: a broad, integrated perspective to marketing management | |
| Alphabet Soup | |
| Perspective of Other Scholars | |
| John C. Narver | |
| Torger Reve | |
| Robert E. Spekman | |
| David W. Stewart | |
| Rajan Varadarajan | |
| Ravi Achrol interviews | |
| Volume Introduction | |
| Elements in a Theory of Growth Stock Valuation | |
| The Use of Mathematical Models in Marketing | |
| Toward and Explicit Model for Media Selection | |
| The Competitive Marketing Simulator - New Management Tool | |
| Quantitative Analysis in Marketing Research | |
| Computerized Media Selection: Some Notes on the State of the Art | |
| Evaluating Competitive Marketing Strategies Through Computer Simulation | |
| New Mathematics for Marketing Planning | |
| a Design for the Firm's Marketing Nerve Center | |
| Operations Research in Marketing | |
| Decision Processes in the Marketing Organization | |
| Computer Simulation in the Analysis of New-Product Decisions | |
| Mathematical Models of Individual Buyer Behavior | |
| The Future of the Computer in Marketing | |
| Marketing Simulations: Review and Prospects | |
| Corporate Models: Better Marketing Plans | |
| a Guide to Gathering Expert Estimates | |
| Operations Research in Marketing | |
| Perspective of other scholars | |
| Robert Blattberg interviews | |
| Volume Introduction | |
| Marketing Mix Decisions for New Products | |
| Phasing Out Weak Products | |
| Competitive Strategies for New Product Marketing Over the Life Cycle | |
| a Guide to Long-Range Product-Market Planning | |
| Targeting Prospects for a New Product | |
| Harvesting Strategies for Weak Products | |
| Design: a Powerful but Neglected Strategic Tool | |
| Strategic Marketing for New Programs | |
| Flawed Products: Consumer Responses and Marketing Strategies | |
| Idea Management | |
| Perspective of Other Scholars | |
| Venkatesh Shankar interviews | |
| Volume Introduction | |
| Diagnosing the Marketing Takeover | |
| It's Time to Cut Down on Advertising Waste | |
| Marketing Professional Services | |
| The Marketing Audit Comes of Age | |
| From Sales Obsession to Marketing Effectiveness | |
| Marketing's Drive to Maturity | |
| The Future Marketing Manager | |
| The Marketing Planning Process | |
| a Framework for Marketing Image Management | |
| Turbo-Marketing Through Time Compression | |
| Auditing the Marketing Function | |
| Boards Should Tune in to Corporate Marketing Programs | |
| The Marketing Consultant | |
| a Three-Part Plan for Upgrading Your Marketing Department for New Challenges | |
| Ending the War Between Sales and Marketing | |
| What CEOs Need to Know and Do About Marketing | |
| Marketing: The Unappreciated Work Horse | |
| Rethinking the Chain: Make Marketing Leaner, Faster and Better | |
| Perspective of other Scholars | |
| Tim Ambler interviews | |
| Volume Introduction | |
| Profits and the Marketing Concept | |
| Marketing During Periods of Shortage | |
| Strategic Remarketing: The Preferred Response to Shortages and Inflation | |
| Strategies for High Market-Share Companies | |
| Market Challenger Strategies | |
| Marketing Warfare in the 1980s | |
| Being Known or Being One of Many: The need for brand management for business-to-business (B2B) companies | |
| Perspective of other Scholars | |
| Glen Urban Interviews Philip Kotler | |
| Volume Introduction | |
| The World's Champion Marketers: The Japanese | |
| Japanese Strategic Marketing: An overview | |
| Strategic Global Marketing: Lessons from the Japanese | |
| Global Standardization: Courting danger | |
| Global Marketing Strategies | |
| Meeting the New Competition from Japan and the Far East | |
| Semiotics of Person and Nation Marketing | |
| The Potential Contributions of Marketing Thinking to Economic Development | |
| Ending Global Stagnation: Linking the fortunes of the industrial and developing countries | |
| Globalization -- Realities and Strategies | |
| There's No Place Like Our Place! The Marketing of Cities, Religions, & Nations | |
| The Asian Apocalypse: Crisis marketing for consumers and businesses | |
| Only the Sustainable Succeed: Lessons from Asian survivors | |
| Country as Brand, Product and Beyond: a place marketing and brand management perspective | |
| How Can a Place Correct a Negative Image | |
| Perspective of other Scholars | |
| Michael Czinkota interviews | |
| Volume Introduction | |
| The Emergent Prosumer | |
| Role of the Marketing Department in the Organization of the Future | |
| Mapping the Future Marketplace | |
| Managing Direct and Online Marketing | |
| Marketing in the Network Economy | |
| Marketing in the Age of Information Democracy | |
| Nine Major Shifts in the New Economy | |
| Perspective of other Scholars | |
| Patrick DuParq interviews | |
| Volume Introduction | |
| Broadening the Concept of Marketing | |
| Marketing Education in the 1970s | |
| Beyond Marketing: The furthering concept | |
| Education Problems and Marketing | |
| Third Sector Management--The Role of Marketing | |
| Applying Marketing Theory to College Admissions | |
| The Market for Personal Growth Services | |
| Educational Packagers: a modest proposal | |
| Marketing and Public Relations: Should they be partners or rivals? | |
| Marketing: a definition for community colleges | |
| Strategic Planning for Higher Education | |
| Business Marketing for Political Candidates | |
| "Dream Vacations:" The booming market for designed experiences | |
| How to Set the Hospital's Marketing Budget | |
| Broadening the Concept of Marketing Still Further: The megamarketing concept | |
| The Marketing of Parochial School Modeled as an Exchange Process | |
| Can (Should) Religion Be Marketed? | |
| What Does It Mean for Pastors to Adopt Market Orientation? | |
| How the Arts Can Prosper Through Strategic Collaborations, | |
| Crisis in the Arts: The marketing response | |
| The Marketing of Leadership | |
| Political Marketing-Generating Effective Candidates, Campaigns, and Causes | |
| Can Museums Be All Things to All People? Missions, Goals, and Marketing's Role | |
| The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought | |
| Alleviating Poverty: a Macro/Micro Marketing Perspective | |
| Marketing in the Public Sector: The final frontier | |
| Being Known or Being One of Many: The need for brand management for business-to-business (B2B) companies | |
| Perspective of other scholars | |
| Bill Wilkie interviews | |
| Volume Introduction | |
| The Elements of Social Action | |
| Social Marketing: An Approach to Planned Social Change | |
| What Consumerism Means to Marketers | |
| Advertising in the Nonprofit Sector | |
| Axioms for Societal Marketing | |
| a Marketing Approach to Energy Conservation | |
| Strategies for Introducing Marketing into Nonprofit Organizations | |
| The Marketing of Social Causes: The First Ten Years | |
| Reducing Cigarette Smoking: An Opportunity for Social Marketing? | |
| Strategic Marketing for Non-Profit Organizations | |
| Not-for-Profit Marketing | |
| Competitiveness and Civic Character | |
| Best of Breed | |
| Wrestling with Ethics: Is marketing ethics an oxymoron? | |
| Ethical Lapses of Marketers | |
| Alleviating Poverty: a macro/micro marketing perspective | |
| Marketing in the Public Sector: The final frontier | |
| Perspective of other scholars | |
| Paul Bloom interviews | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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