TY - CHAP
T1 - Philip Kotler's contributions to marketing theory and practice
AU - Kotler, Philip
PY - 2011
Y1 - 2011
N2 - The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.
AB - The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.
UR - http://www.scopus.com/inward/record.url?scp=84866950387&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84866950387&partnerID=8YFLogxK
U2 - 10.1108/S1548-6435(2011)0000008007
DO - 10.1108/S1548-6435(2011)0000008007
M3 - Chapter
AN - SCOPUS:84866950387
SN - 9780857248978
T3 - Review of Marketing Research
SP - 87
EP - 120
BT - Review of Marketing Research
A2 - Malhotra, Naresh
ER -