Readings in Modern Marketing

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.

About the author

John A. Quelch, a global marketing guru, 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.

Product details

• Authors: Robert Hullot-Kentor, John Quelch, John A. Quelch, Sanjay Reddy
• Publisher: Columbia University Press
• Languages: English
• Age Recommendation: from age 22
• Product format: Hardback
• Released: 30.12.2006
• EAN: 9789629962401
• ISBN: 978-962-996-240-1
• No. of pages: 755
• Dimensions: 165 mm x 229 mm x 38 mm
• Subject: Social sciences, law, business > Business > Advertising, marketing