Readings in modern marketing
著者
書誌事項
Readings in modern marketing
Chinese University Press, c2006
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注記
Includes bibliographical references
内容説明・目次
内容説明
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.
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