Readings in Modern Marketing

By John A. Quelch

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 9629962799
• ISBN13: 9789629962791
• Release Date: July 2007
• Publisher: Chinese University of Hong Kong Press
• Length: 756 Pages
• Weight: 2.37 lbs.
• Dimensions: 1.7" x 6.3" x 9.0"
• Grade Range: Postsecondary and higher