Readings in Modern Marketing

Readings in Modern Marketing

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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.John A. Quelch. Relative to packaged-goods promotions, however, service promotions seem less likely to guarantee expanded purchases of a particular brand. As a result, service marketers may be tempted to run more frequent promotionsanbsp;...

Title:Readings in Modern Marketing
Author:John A. Quelch
Publisher:Chinese University Press - 2007-07-24


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