Table of Contents

Foreword   Michael King-man Hui     xi
Marketing and Business Strategy
"John Quelch: The Thought Leader Interview" Strategy and Business 20 (2000), pp. 93-101     3
"Bringing Customers into the Boardroom," Harvard Business Review, 82:11 (November 2004)     13
"Quality Is More than Making a Good Product," Harvard Business Review, 61:4 (July-August 1983), pp. 139-145     29
"Why Not Exploit Dual Marketing?," Business Horizons, 30:1 (January-February 1987), pp. 52-60     41
"Market Strategies for Recession," Financial Times, October 22, 2001, p. 10     57
Managing Product Lines
"Extend Profits, Not Product Lines," Harvard Business Review, 72:5 (September-October 1994), pp. 153-164     63
"How to Build a Product Licensing Program," Harvard Business Review, 63:3 (May-June 1985), pp. 186-197     75
"Marketing the Premium Product," Business Horizons, 30:3 (May-June 1987), pp. 38-45     83
"The Mass Marketing of Luxury," Business Horizons, 41:6 (November-December 1998), pp. 61-68     97
"Leverage Your Warranty Program," Sloan Management Review, 31:4 (Summer 1990), pp. 69-80     115
"A Strategic Approach to Managing Product Recalls," Harvard Business Review, 74:4 (September-October 1996), pp. 102-113     135
Pricing Policy
"The Costly Bargain of Trade Promotion," Harvard Business Review, 68:2 (March-April 1990), pp. 141-149     153
"In Defense of Price Promotion," Sloan Management Review, 29:1 (Fall 1987), pp. 63-70     169
"Restoring Credibility to Retail Pricing," Sloan Management Review, 33:1 (Fall 1991), pp. 55-66     181
"Prepare Your Company for Global Pricing," Sloan Management Review, 42:1 (Fall 2000), pp. 61-70     203
Managing the Point of Sale
"Better Marketing at the Point of Purchase," Harvard Business Review, 61:6 (November-December 1983), pp. 162-169     221
"It's Time to Make Trade Promotion More Productive," Harvard Business Review, 61:3 (May-June 1983), pp. 130-136     235
"Consumer Promotions in Service Marketing," Business Horizons, 26:3 (May-June 1983), pp. 66-75     247
"Opportunities and Risks of Durable Goods Promotion," Sloan Management Review, 28:2 (Winter 1987), pp. 27-38     265
"Developing Models for Planning Retailer Sales Promotions: An Application to Automobile Dealerships," Journal of Retailing, 63:4 (Winter 1987), pp. 333-364     287
"Brands versus Private Labels: Fighting to Win," Harvard Business Review, 74:1 (January-February 1996), pp. 99-109     315
Marketing and the New Technologies
"Nonstore Marketing: Fast Track or Slow?," Harvard Business Review, 59:4 (July-August 1981), pp. 75-84     333
"Achieving System Cooperation in Developing the Market for Consumer Videotex," in R, D. Buzzell, ed., Marketing in an Electronic Age (Harvard Business School Press, 1985), pp. 279-307      351
"The Internet and International Marketing," Sloan Management Review, 37:3 (Spring 1996), pp. 60-75     381
"Business-to-Business Market Making on the Internet," International Marketing Review, 14:5 (1997), pp. 345-361     413
"Retailing: Confronting the Challenges that Face Bricks-and-Mortar Stores," Harvard Business Review, 77:4 (July-August 1999), pp. 162-164     435
Global Marketing
"Customizing Global Marketing," Harvard Business Review, 64:3 (May-June 1986), pp. 59-68     455
"Can Sales Promotion Go Global?," Business Horizons, 33:2 (May-June 1990), pp. 37-43     473
"Marketing Moves through EC Crossroads," Sloan Management Review, 31:1 (Fall 1989), pp. 63-74     487
"After the Wall: Marketing Guidelines for Eastern Europe," Sloan Management Review, 32:2 (Winter 1991), pp. 82-93     509
"New Strategies in Emerging Markets," Sloan Management Review, 40:1 (Fall 1998), pp. 7-20     531
Building and Managing Global Brands
"Global Brands: Taking Stock," Business Strategy Review, 10:1 (Spring 1999), pp. 1-14     557
"The Return of the Global Brand," Harvard Business Review, 81:8 (August 2003), pp. 22-23     583
"Mining Gold in Not-for-profit Brands," Harvard Business Review, 82:4 (April 2004), p. 24     587
"How Global Brands Compete," Harvard Business Review, 82:9 (September 2004), pp. 68-75     589
"The Post-9/11 Resilience of American Brands," Strategy and Business, 34 (Spring 2004), pp. 8-10     603
Marketing and Society
"Marketing and Distribution Strategies for International Organizations," Intereconomics, 14:3 (May-June 1979), pp. 138-144     609
"Communications Strategy for the Nation-State," Public Relations Journal, 37:6 (June 1981), pp. 22-25     623
"Hospitals, Consumers and Advertising," Administrative Briefs of the American College of Hospital Administrators, 13:2 (April 1979), pp. 1-6     631
"Marketing Principles and the Future of Preventive Health Care," Milbank Memorial Fund Quarterly-Health and Society, 58:2 (Spring 1980), pp. 310-347     643
"Pharmaceutical Marketing Practices in the Third World," Journal of Business Research, 23 (1991), pp. 113-126     677
"Profit Globally, Give Globally," Harvard Business Review, 81:12 (December 2003), pp. 16-17     695
Managing Marketing
"The Return of the Country Manager," McKinsey Quarterly, 2 (1996), pp. 30-43     701
"Country Managers in Transitional Economies: The Case of Vietnam," Business Horizons, 41:4 (July-August 1998), pp. 34-40     715
"The Product Management Audit," Harvard Business Review, 65:2 (March-April 1987), pp. 30-36     729
"Ten Steps to a Global Human Resources Strategy," Strategy and Business, 14 (1999), pp. 18-29     735
"Put the Customer Back in the Boardroom," Directors and Boards, 27:4 (Summer 2003), pp. 87-88      753