Readings in Modern Marketing

by Quelch, John A.

• ISBN13: 9789629962791
• ISBN10: 9629962799
• Format: Paperback
• Copyright: 2007-09-01
• Publisher: Chinese Univ Pr

Summary

Readings in Modern Marketing is a collection of articles that previously appeared in such prestigious business publications as the Harvard Business Review, Sloan Management Review, Business Horizons, Journal of Retailing. The collection represents not only the author's lifelong scholarly work, but is actually a repertoire of ideas and strategies on the art of marketing. The depth and diversity of the ideas and insights in this book will offer students and practitioners ample food for thought as long as the local vs. global marketing debate continues. The papers illuminate the intricacies of modern marketing including issues of product line strategy and brand management as well as the challenges posed by new technologies and the world-wide web. Book jacket.

Table of Contents

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