Readings in Modern Marketing

Readings in Modern Marketing
Author: John A. Quelch
Publisher: Chinese University Press
Total Pages: 772
Release: 2006
Genre: Business & Economics
ISBN: 9789629962791

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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. 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.

Readings in International Business

Readings in International Business
Author: Robert Z. Aliber
Publisher: MIT Press
Total Pages: 538
Release: 1993
Genre: Business & Economics
ISBN: 9780262510660

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This collection of readings provides a solid grounding in the major practical business decisions that students and managers face in a global setting. The organization of the reader emphasizes general patterns of trade and investment flows, while examining in depth - the reasons for the internationalization of firms and the international dimension of various functional areas, including finance, accounting, marketing, and production.In six sections the readings take up changes in international ownership patterns, corporate strategy, international marketing issues, the basic financial decisions and taxation issues for a multinational firm, and political risk. Each section includes an introduction that outlines the basic ideas to be discussed, as well as questions, key terms, and suggestions for further reading.Robert Z. Aliber is Professor of International Economics and Finance at the Graduate School of Business at the University of Chicago. Reid W. Click is Assistant Professor of Economics in the Lemberg Program in International Economics and Finance at Brandeis University.

Modern Marketing Management

Modern Marketing Management
Author: R. J. Lawrence
Publisher:
Total Pages: 413
Release: 1971
Genre: Marketing
ISBN:

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Readings in Advertising, Society, and Consumer Culture

Readings in Advertising, Society, and Consumer Culture
Author: Roxanne Hovland
Publisher: Routledge
Total Pages: 440
Release: 2014-12-18
Genre: Business & Economics
ISBN: 1317461363

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This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture. It begins with articles that take an institutional and historical perspective to provide background for approaching the social and ethical concerns that evolve around advertising. Subsequent sections then address the legal and economic consequences of life in a material culture; the regulation of advertising in a culture that weighs free speech against the needs of society; and the ethics of promoting materialism to consumers. The concluding section includes links to a variety of resources such as trade association codes of ethics, standards and guidelines for particular types of advertising, and information about self-regulatory organizations.

Modern Marketing Mangement

Modern Marketing Mangement
Author: R. J. Lawrence
Publisher:
Total Pages: 413
Release: 1971
Genre:
ISBN:

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Modern Marketing Management

Modern Marketing Management
Author: Raymond John Lawrence
Publisher:
Total Pages: 413
Release: 1973
Genre:
ISBN:

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