Legends in Marketing: Philip Kotler : Philip Kotler

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ISBN: 9788132105190 | 8132105192
Cover: Hardcover
Copyright: 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 and International Marketing CompetitionEdited by: Michael Czinkota, Birmingham Business School, Birmingham, UKVolume 7: Marketing in the New EconomyEdited by: Patrick DuParcq, Kellogg Graduate School of Management, Northwestern University, USAVolume 8: Broadening the Concept and Applications of MarketingEdited by: Bill Wilkie, University of Notre Dame, Indiana, USAVolume 9: The Social and Ethical Side of MarketingEdited by: Paul Bloom, The Fuqua School of Business, Duke University, Durham, USA


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
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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Legends in Marketing: Philip Kotler : Philip Kotler

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Legends in Marketing: Philip Kotler : Philip Kotler

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