Readings in Modern Marketing

Readings in Modern Marketing

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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, 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.Samsunga#39;s 17, 000 scientists are charged with translating insights gleaned from the companya#39;s massive customer research ... A company doesna#39;t need to excel in all areas of marketing, just those that support its main business drivers.

Title:Readings in Modern Marketing
Author:John A. Quelch
Publisher:Chinese University Press - 2007-07-24


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