Reading List – Legends In Marketing

Since 2010, Sage Publications has been publishing a series titled ‘Legends in Marketing’  honouring the contributions of eight of the most globally renowned Gurus of the subject. The series covers the most important contributions made in the subject in the past hundred years. It reproduces some of the most influential and well-known works of these Gurus and substantiates their contributions with the opinions of their contemporaries.

Here’s a brief bio of each of the Marketing Gurus covered in the ‘Legends in Marketing’ series.

Yoram ‘JerJerryry’ Wind is the Lauder Professor of Marketing; Academic Director-The Wharton Fellows Program; and Director-SEI Center for Advanced Studies in Management at the Wharton School of University of Pennsylvania, USA. A Wharton faculty since 1967, Professor Wind is one of the well-known contributors to marketing concepts such as consumer behaviour, relationship marketing, competitive strategy, and geopolitical analysis. He has authored various books and research papers covering subjects like marketing strategy, marketing research, new product development, consumer,  industrial  buying behaviour and global marketing.
The eight-volume published by Sage Publications covers his work on – Organizational Behaviour, Consumer Behaviour, Product and New Product Management, Marketing Strategy, Market Segmentation, Global Marketing, Marketing Research and Modelling and The Future of Marketing.

Christian Gronroos

Dr. Christian Gronroos is currently the Professor of Service and Relationship Marketing at the Hanken School of Economics, Finland, and a Honorary Professor at Nankai University and Tianjin Normal University, P.R.China and Oslo School of Management, Norway.  Professor Gronroos is known as one of the Fathers of the School of the Service Marketing and Management that is globally known as ‘The Nordic School of Thought’. He has authored books on service marketing and management, relationship marketing issues and on contemporary views on marketing theory in several languages.  Professor Gronroos’ article ‘From marketing mix to relationship mix to relationship marketing: towards a paradigm shift in marketing’ is one of the most downloaded articles published in an Emerald Journal.
The eight-volume set  published by Sage Publications covers his work on Service Marketing, Service Management, Service Logic, Service Quality, Relationship Marketing, Marketing Theory, Marketing Communication and Internal Marketing, Research Approach.

V KumarDr. V. Kumar is the Regents Professor; Lenny Distinguished Chair Professor of Marketing; Executive Director, Center for Excellence in Brand & Customer Management; and Director, Ph.D. program in Marketing at the J. Mack Robinson College of Business, Georgia State University. He is a recipient of seven lifetime achievement awards in marketing strategy, inter-organizational issues, retailing, business to business marketing, and marketing research from prestigious organizations and institutions. Dr. Kumar is well-known for his research on customer loyalty and customer lifetime value.
The ten-volume set published by Sage Publications covers his work on Retailing- Marketing, Firm, Store and Customer Level, International Marketing, Forecasting in Marketing, Applications of Marketing Research, New Methodologies used in Marketing Research, Marketing Strategies of Firm and Customer, Business-to-Business and Customer Relationship Management.

KotlerDr. Philip Kotler, one of the most cited and referred Marketing Gurus of our time,  is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management, Chicago. He has been accredited  by Management Centre Europe as “the world’s foremost expert on the strategic practice of marketing”. Dr. Kotler is well-known for two of the most authoritative textbooks on marketing ‘Marketing Management‘ and ‘Principles of Marketing’, which are the bibles of students and practitioners of marketing all over the world.  His area of expertise includes, but is not limited to, brand management, new product development, sales force management and international marketing.
The nine-volume set published by Sage Publications covers his work on Marketing Theory and Orientations, Analytical Marketing, Creating and Managing the Product Mix, Improving the Role and Practice of Marketing, Strategic Marketing, Globalization and International Marketing Competition, Marketing in the New Economy, Broadening the Concept and Applications of Marketing Competition, Marketing in the New Economy, Broadening the Concept and Applications of Marketing and the Social and Ethical Side of Marketing.

maholtra_naresh_profile.2Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents’ Professor Emeritus, Scheller College of Business, Georgia Institute of Technology, USA. In 2011, he received the Best Professor in Marketing Management, Asia Best B-School Award and in 2012, he was selected to receive the Hind Rattan Award. Among the many books and research papers that he has authored, his book ‘Marketing Research: An Applied Orientation’ is used globally by students of graduate and undergraduate courses.
The nine-volume set published by Sage Publications covers his work on Research Methodology,  Consumer Behaviour, Marketing Management and Policy, International and Cross-cultural Marketing, Marketing of Services – Retailing and Health Care, Ethics, Quality of Life and Pedagogy, and Marketing’s relationship with Management Information Systems, Technology.

kentKent Monroe is the J. M. Jones Distinguished Professor of Marketing at the College of Business, University of Illinois. Professor Monroe’s expertise lies in pricing, marketing strategy and marketing research. He is known for his research on understanding buyer behaviour with relation to pricing.
The seven-volume set published by Sage Publications covers his work on Pricing, Consumer Behaviour and various Models, Theories and Methods to measure, study these concepts.

Shelby HuntDr. Shelby Hunt is currently The Jerry S. Rawls and P.W. Horn Professor of Marketing at the Rawls College of Business, Texas Tech University. His area of expertise includes marketing theory, marketing ethics, marketing strategy and competition theory. He has been lauded as a Distinguished Educator by prestigious institutions like American Marketing Association. Professor Hunt has authored many articles and books on subjects covering consumer behaviour, education, relationship marketing and channels among others.
The ten-volume set published by Sage Publications covers his work on various aspects of Marketing Theory, Channels of Distribution, Macromarketing, Ethics and Social Responsibility, Relationship Marketing, Marketing Management and Strategy.

Prof ShethDr. Jagdish Sheth is the Charles H. Kellstadt Professor of Marketing, Emory University. He has authored more than 300 research papers covering various aspects of marketing such as consumer behaviour, multivariate methods, competitive strategy, relationship marketing. He is an active proponent of marketing for emerging markets. Among his many books, his book, co-authored with John A. Howard, ‘The Theory of Buyer Behaviour’ is considered a classic. Dr. Sheth is recognized as thought leader in marketing, consumer behaviour and emerging markets. He has received over 30 awards for his outstanding contribution in the field and has been recognized as the Marketing Educator of the Year by Sales and Marketing Executives International (SMEI) in 1991 and 1999 .
The eight-volume set published by Sage Publications covers his work on Consumer Behaviour, Future of Marketing, International Marketing, Managerial Marketing, Organizational Buyer Behaviour and Relationship Marketing.