Download or read book Handbook of Modern Marketing written by Victor P. Buell and published by New York : McGraw-Hill. This book was released on 1986 with total page 1306 pages. Available in PDF, EPUB and Kindle. Book excerpt: The broad scope and practical input from more than l00 recognized marketing authorities nationwide have made the Handbook of Modern Marketing an invaluable reference for all levels of marketing managers. This revised and updated edition covers recent developments in all areas of marketing, including globilization of major industries, innovations in the marketing of services, and technology's effect on marketing strategies. Explores consumer, industrial, services, and government markets.