Summary

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