Readings in Modern MarketingChinese University Press, 2006 - 755 páginas Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals. 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. Readings in Modern Marketing offers important theories as well as practical, insightful tactics. It is an indispensable source of reference. |
Contenido
Menezes M and J Quelch Leverage Your Warranty Program | 10 |
Dhebar A S Neslin and J Quelch Developing Models | 20 |
Good Product | 29 |
Quelch J and V Rangan Profit Globally Give Globally | 42 |
Quelch J Why Not Exploit Dual Marketing? | 52 |
Quelch J Market Strategies for Recession | 59 |
Quelch J How to Build a Product Licensing Program | 75 |
Nueno J L and J Quelch The Mass Marketing of Luxury | 112 |
Quelch J and E Hoff Customizing Global Marketing | 455 |
Kashani K and J Quelch Can Sales Promotion Go Global? | 473 |
Quelch J and R Buzzell Marketing Moves through | 487 |
Marketing Guidelines for Eastern Europe | 509 |
Arnold D and J Quelch New Strategies in Emerging Markets | 531 |
Taking Stock | 557 |
Quelch J The Return of the Global Brand | 583 |
Holt D J Quelch and E Taylor How Global Brands Compete | 589 |
Smith N C R J Thomas and J Quelch A Strategic | 135 |
Buzzell R J Quelch and W Salmon The Costly Bargain | 153 |
Farris P and J Quelch In Defense of Price Promotion | 180 |
Narayandas N J Quelch and G Swartz Prepare Your | 203 |
Quelch J and K CannonBonventre Better Marketing at | 221 |
Fast Track | 333 |
Quelch J and G Yip Achieving System Cooperation | 379 |
Klein L and J Quelch BusinesstoBusiness Market Making | 385 |
Confronting the Challenges that Face | 435 |
Pattison J and J Quelch Marketing and Distribution Strategies | 609 |
Tedlow R and J Quelch Communications Strategy for | 623 |
Quelch J Hospitals Consumers and Advertising | 641 |
Smith N C and J Quelch Pharmaceutical Marketing Practices | 677 |
Quelch J and H Bloom The Return of the Country Manager | 713 |
Quelch J and H Bloom Ten Steps to a Global Human | 735 |
Quelch J and G McGovern Put the Customer Back in | 753 |
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Términos y frases comunes
addition advantage advertising approach become benefits buying channels claim communications companies company's competitive competitors consider consumer continue contracts costs customer service deal decision demand direct displays distribution dual marketer EDLP effective effort especially established example executives existing expect factors firm global growth higher important improve increase industry institutional interest inventory investment John launch less licensing limited line extensions lower luxury brands major managers manufacturers merchandise offer operations opportunities organization packaging particularly percent performance period potential premium problem product line profits promotion purchase Quelch recall reduce response result retailers risk segment selling share standard strategy success suppliers trade units warranty