Readings in Modern Marketing

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.