Business & Economics, Marketing

Readings in Modern Marketing

Name: Readings in Modern Marketing
Author: John A. Quelch
ISBN: 9789629962791

by John A. Quelch

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Synopsis

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.