Bøger af John Quelch

Readings in modern marketing is a collection of Professor Quelch's highly praised articles previously published in such leading business journals as Harvard Business Review and Sloan Management Review. 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, and marketing and society, Quelch presents important theories and practical tactics, offering an indispensable source of reference.

What's the most important factor in business today? Global competition? Digital development? Or is the age-old concept of 'place' actually the key to success even in todays advanced economy? Marketing experts John Quelch and Katherine Jocz believe that huge opportunities are on offer to marketers and business leaders if they stay focussed on the power of locality. In All Business Is Local, they propose a radically different way of looking at marketing. As society becomes increasingly globalized and obsessed with the virtual world, businesses can easily forget that 'place' is more relevant than ever, and that it remains a major factor in the way we organize our lives.Radically redefining 'place' as a business imperative in the global economy, Quelch and Jocz explore five categories (psychological, physical, virtual, geographical and global) and teach us that just as customers' relationships to places profoundly affect their relationships to businesses, today's companies - large and small - have to be local as well as global in order to succeed.