We study several modal languages in which some (sets of) generalized quantifiers can be represented; the main language we consider is suitable for defining any first order definable quantifier, but we also consider a sublanguage thereof, as well as a language for dealing with the modal counterparts of some higher order quantifiers. These languages are studied both from a modal logic perspective and from a quantifier perspective. Thus the issues addressed include normal forms, expressive power, completeness both of modal systems (...) and of systems in the quantifier tradition, complexity as well as syntactic characterizations of special semantic constraints. Throughout the paper several techniques current in the theory of generalized quantifiers are used to obtain results in modal logic, and conversely. (shrink)