Philip Kotler is a name synonymous with the development of marketing as an academic discipline and operational practice over the last three decades. He has published not only the classical texts on the subject, like Marketing Management, but in recent times has added radical new interpretations,...

Firms are constantly exhorted to become more market driven. However, our study of 25 pioneering companies (e.g. Body Shop, IKEA, Tetra Pak) whose success has been based on radical business innovation indicates that such companies are better described as market driving. While market driven...

This paper deals with the problem of formulating a long-run competitive marketing strategy for a new product introduced into a market with classic growth, seasonal, and merchandising characteristics. The paper is divided into four parts. The first part describes the market model as well as the...