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.

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University's Kellogg School of Management in Evanston, Illinois, USA. He has been hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Professor Kotler is known to many as the author of what is widely recognized as the most authoritative textbook on marketing, Marketing Management, now in its 14th edition and the world's leading graduate-level textbook in marketing. He has also authored or coauthored over 50 books dealing with the marketing of places, persons, social causes, health, education, religion, museums, and the performing arts. In addition, Professor Kotler has published more than a hundred and fifty articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, and the Journal of Marketing. He received his master's degree at the University of Chicago, USA and his Ph.D. at Massachusetts Institute of Technology, USA, both in economics, under the tutelage of three Nobel-Prize-winning economists. He did postdoctoral work in mathematics at Harvard University, Massachusetts, USA and in behavioral science at the University of Chicago.

This set has been edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is widely known for his scholarly contributions in the fields of consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. A prolific author and recipient of various awards and scholarships, Professor Sheth has worked for many industries and companies in the US, Europe, and Asia.

Continued Overleaf

Volumes in this set

Volume 1: Marketing Theory and Orientations

Editor: Ravi S Achrol

Volume 2: Analytical Marketing

Editor: Robert C Blattberg

Volume 3: Creating and Managing the Product Mix

Editor: Venkatesh Shankar

Volume 4: Improving the Role and Practice of Marketing

Editor: Tim Ambler

Volume 5: Strategic Marketing

Editor: Glen Urban

Volume 6: Globalization and International Marketing Competition

Editor: Michael R. Czinkota

Volume 7: Marketing in the New Economy

Editor: Patrick J Duparq

Volume 8: Broadening the Concept and Applications of Marketing

Editor: William L Wilkie

Volume 9: The Social and Ethical Side of Marketing

Editor: Paul N Bloom