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Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals. 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. Readings in Modern Marketing offers important theories as well as practical, insightful tactics. It is an indispensable source of reference.
Price: $33.00
Pages: 756
Publisher: The Chinese University of Hong Kong Press
Imprint: The Chinese University of Hong Kong Press
Publication Date:
24 July 2007
Trim Size: 9.00 X 6.00 in
ISBN: 9789629962791
Format: Paperback
BISACs:
BUSINESS & ECONOMICS / Marketing / General
John A. Quelch is Senior Associate Dean for International Development and Lincoln Filene Professor of Business Administration at Harvard Business School. Between 1998 and 2001, he was Dean of London Business School. Prior to 1998, he was the Sebastian S. Kresge Professor of Marketing and Co-Chair of the Marketing Area at Harvard Business School.