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Description - Readings in Modern Marketing by John A. Quelch

Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals, such as Harvard Business Review, Sloan Management Review, Strategy and Business, Business Horizons, in the past two decades. Topics covered include marketing and business strategy, managing product lines, pricing, managing the point of sales, global marketing, building global brands, marketing and the new technologies, marketing and society, and so forth. A fine representation of the author's sound scholarship, Readings in Modern Marketing offers important theories as well as practical, insightful tactics. It is an indispensable source of reference.

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Book Details

ISBN: 9789629962791
Format: Paperback / softback
Pages: 768
Imprint: The Chinese University Press
Publisher: The Chinese University Press
Publish Date: 1-Jan-2006
Country of Publication: Hong Kong

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