Readings in Modern Marketing

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Overview

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.

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Product Details

  • ISBN-13: 9789629962401
  • Publisher: Chinese University Press, The
  • Publication date: 10/31/2006
  • Pages: 750
  • Product dimensions: 6.10 (w) x 9.10 (h) x 2.00 (d)

Meet the Author

John A. Quelch, a global marketing guru, is Senior Associate Dean for International Development and Lincoln Filene Professor of Business Administration at Harvard Business School. Between 1998 and 2001, he was Dean of London Business School. Prior to 1998, he was the Sebastian S. Kresge Professor of Marketing and Co-Chair of the Marketing Area at Harvard Business School.

The Chinese University Press

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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
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