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Publications
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- Faculty Publications (848)
- May 1987
- Background Note
Note on Organizing and Controlling Multinational Operations
By: John A. Quelch
- 1987
- Book
Advertising and Promotion Management: A Manager's Guide to Theory & Practice
By: Paul Farris and John A. Quelch
- Article
Developing Models for Planning Retailer Sales Promotions: An Application to Automobile Dealerships
By: Anirudh Dhebar, Scott A. Neslin and John A. Quelch
- Article
Opportunities and Risks of Durable Goods Promotion
By: John A. Quelch, Scott A. Neslin and Lois B. Olson
- August 1986 (Revised March 1987)
- Case
Black & Decker Corp.: Household Products Group (A)
By: John A. Quelch
- August 1986 (Revised February 1987)
- Case
Coffee Brands: Direct Product Profit/Cost Exercise
By: John A. Quelch
- June 1986 (Revised March 1987)
- Case
General Motors Continental N.V.: Netherlands Branch (A)
By: John A. Quelch
- May 1986 (Revised July 1995)
- Case
General Mills, Inc.: Yoplait Custard-Style Yogurt (A)
By: John A. Quelch
Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test... View Details
- May 1986
- Supplement
General Mills, Inc.: Yoplait Custard-Style Yogurt (B)
By: John A. Quelch
Yoplait's director of new product development is finalizing plans for the national introduction of custard-style Yoplait. Based on the results of a mini-market test and a BASES laboratory test market. View Details