In J. E. Ricart & J. M. Rosanas (Eds.), Towards a New Theory of the Firm
William L. Wilkie and Elizabeth S. Moore, “Expanding Our Understanding of Marketing in Society,” Journal of the Academy of Marketing Science, 40th Anniversary Special Issue, 40:1, pp. 53-73. [Note: This article was invited for this journal's special 40th Anniversary Issue. As a measure of the journal's assessment of its contents, it was placed alongside articles written by two giants in the field, Philip Kotler and Oliver Williamson (Nobel Laureate in Economics].
William L. Wilkie [ed.], “Legends in Marketing: Philip Kotler and Broadening the Concept and Applications of Marketing,” Vol. 8 in the Legends in Marketing Series. New Delhi: SAGE Publications, 2012, 343 p.