Buch, Englisch, 2400 Seiten, Format (B × H): 184 mm x 241 mm, Gewicht: 7700 g
Reihe: Legends In Marketing
Buch, Englisch, 2400 Seiten, Format (B × H): 184 mm x 241 mm, Gewicht: 7700 g
Reihe: Legends In Marketing
ISBN: 978-81-321-0519-0
Verlag: Sage Publications India
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This fifth set in the series, consisting of nine volumes, is a tribute to Philip Kotler. Known as one of the foremost authorities on marketing, a great listener and speaker, and a truly pioneering author, Professor Kotler is ranked as one of the six most influential business thinkers. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University's Kellogg School of Management in Evanston, Illinois, USA. He has been hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Professor Kotler is known to many as the author of what is widely recognized as the most authoritative textbook on marketing, Marketing Management, now in its 14th edition and the world's leading graduate-level textbook in marketing. He has also authored or coauthored over 50 books dealing with the marketing of places, persons, social causes, health, education, religion, museums, and the performing arts. In addition, Professor Kotler has published more than a hundred and fifty articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, and the Journal of Marketing. He received his master's degree at the University of Chicago, USA and his Ph.D. at Massachusetts Institute of Technology, USA, both in economics, under the tutelage of three Nobel-Prize-winning economists. He did postdoctoral work in mathematics at Harvard University, Massachusetts, USA and in behavioral science at the University of Chicago. This set has been edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is widely known for his scholarly contributions in the fields of consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. A prolific author and recipient of various awards and scholarships, Professor Sheth has worked for many industries and companies in the US, Europe, and Asia. Continued Overleaf Volumes in this set Volume 1: Marketing Theory and Orientations Editor: Ravi S Achrol Volume 2: Analytical Marketing Editor: Robert C Blattberg Volume 3: Creating and Managing the Product Mix Editor: Venkatesh Shankar Volume 4: Improving the Role and Practice of Marketing Editor: Tim Ambler Volume 5: Strategic Marketing Editor: Glen Urban Volume 6: Globalization and International Marketing Competition Editor: Michael R. Czinkota Volume 7: Marketing in the New Economy Editor: Patrick J Duparq Volume 8: Broadening the Concept and Applications of Marketing Editor: William L Wilkie Volume 9: The Social and Ethical Side of Marketing Editor: Paul N Bloom
Autoren/Hrsg.
Weitere Infos & Material
VOLUME 1
Set Introduction - Jagdish N Sheth
Volume Introduction - Ravi Achrol
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 Philip Kotler
VOLUME 2
Volume Introduction - Robert Blattberg
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 - A 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 Philip Kotler
VOLUME 3
Volume Introduction - Venkatesh Shankar
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 Philip Kotler
VOLUME 4
Volume Introduction - Tim Ambler
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 Philip Kotler
VOLUME 5
Volume Introduction - Gl
