Legends in Marketing: Philip Kotler

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. This set includes: Volume 1: Marketing Theory and Orientations Edited by: Ravi S Achrol Volume 2: Analytical Marketing Edited by: Robert C Blattberg Volume 3: Creating and Managing the Product Mix Edited by: Venkatesh Shankar Volume 4: Improving the Role and Practice of Marketing Edited by: Tim Ambler Volume 5: Strategic Marketing Edited by: Glen Urban Volume 6: Globalization and International Marketing Competition Edited by: Michael R Czinkota Volume 7: Marketing in the New Economy Edited by: Patrick J Duparcq Volume 8: Broadening the Concept and Applications of Marketing Edited by: William L Wilkie Volume 9: Marketing: Its Social and Ethical Side Edited by: Paul N Bloom

Table of Contents:
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 - Glen Urban 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 6 Volume Introduction - Michael Czinkota 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 Philip Kotler VOLUME 7 Volume Introduction - Patrick DuParq 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 Philip Kotler VOLUME 8 Volume Introduction - Bill Wilkie 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 Philip Kotler VOLUME 9 Volume Introduction - Paul Bloomd 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 Philip Kotler