TY  - CHAP
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.
VL  - 8
SN  - 978-0-85724-897-8, 978-0-85724-898-5/1548-6435
DO  - 10.1108/S1548-6435(2011)0000008007
UR  - https://doi.org/10.1108/S1548-6435(2011)0000008007
AU  - Kotler Philip
ED  - Naresh K. Malhotra
PY  - 2011
Y1  - 2011/01/01
TI  - Philip Kotler's Contributions to Marketing Theory and Practice
T2  - Review of Marketing Research: Special Issue – Marketing Legends
T3  - Review of Marketing Research
PB  - Emerald Group Publishing Limited
SP  - 87
EP  - 120
Y2  - 2024/09/18
ER  -