Readings in Modern Marketing is a collection of Professor Quelchs highlypraised scholarly articles previously published in leading business journalssuch as Harv... » 

Readings in Modern Marketing is a collection of Professor Quelchs highlypraised scholarly articles previously published in leading business journalssuch as Harvard Business Review Sloan Management Review Strategy andBusiness Business Horizons in the past two decades. Topics covered includemarketing and business strategy managing product lines pricing managing thepoint of sales global marketing building global brands marketing and the newtechnologies marketing and society and so forth. A fine representation of theauthors sound scholarship Readings in Modern Marketing offers importanttheories as well as practical insightful tactics. It is an indispensablesource of reference. «