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