Readings in Modern Marketing is a collection of Quelch's highly-praised scholarly articles previously published in leading business journals, such as ""Harvard Business Review"", ""Sloan Management Review"", ""Strategy and Business"", and ""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.
- ISBN10 9629962403
- ISBN13 9789629962401
- Publish Date 30 July 2006 (first published 30 June 2006)
- Publish Status Out of Print
- Out of Print 25 July 2013
- Publish Country HK
- Imprint The Chinese University Press
- Format Hardcover
- Pages 750
- Language English
- URL http://wiley.com/remtitle.cgi?isbn=9789629962401