Legends in Marketing: Philip Kotler

Marketing as a discipline has been in existence for close to 100 years. As an integral function of business, it has actually been in existence for as long as business itself. Legends in Marketing is a series that provides insight and historical perspective into some of the greatest marketing thinkers of the 20th century. It reproduces the seminal works of each legend, and includes an interview section in which the volume editors pose questions to the legend on his research and the future of the discipline. In addition, researchers in the field provide a critical perspective on the articles in the volumes. The first collections in this series feature the work of: Jagdish N Sheth; Naresh Malhotra; Kent Monroe; and Philip Kotler. Volume One: Marketing Theory and Orientations Edited by: Ravi Achrol, The George Washington University, Washington D.C., USA Volume Two: Analytical Marketing Edited by: Robert Blattberg, Kellogg School of Management, USA Volume Three: Creating and Managing the Product Mix Edited by: Venkatesh Shankar, A&M University, Texas, USA Volume Four: Improving the Role and Practice of Marketing Edited by: Tim Ambler, London Business School, London, UK Volume Five: Strategic Marketing Edited by: Glen Urban, MIT Center for Digital Business, Cambridge, USA Volume Six: Globalization and International Marketing Competition Edited by: Michael Czinkota, Birmingham Business School, Birmingham, UK Volume Seven: Marketing in the New Economy Edited by: Patrick DuParcq, Kellogg Graduate School of Management, Northwestern University, USA Volume Eight: Broadening the Concept and Applications of Marketing Edited by: Bill Wilkie, University of Notre Dame, Indiana, USA Volume Nine: The Social and Ethical Side of Marketing Edited by: Paul Bloom, The Fuqua School of Business, Duke University, Durham, USA