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Global marketing : contemporary theory, practice, and cases / Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli.

By: Contributor(s): Material type: TextTextLanguage: English Publisher: New York : Routledge/Taylor & Francis Group, 2017Edition: Second editionDescription: xxvi, 699 pages : illustrations, maps ; 26 cmISBN:
  • 9781138807884
Subject(s): Genre/Form: LOC classification:
  • HF1416 .A47 2017
Contents:
Understanding Global Markets and Marketing — Assessing the Global Marketing Environment—the Global — Evaluating Cultural and Social Environments — Analyzing Political and Legal Environments — Integrating Global, Regional, and National Markets — Part II Global Marketing Functions and Strategies — Conducting Global Marketing Research — Entering Global Markets — International Market Planning — Segmenting, Targeting, and Positioning for Global Markets — Part III The Four Ps of Global Marketing — Developing Global Products and Brands — Setting Global Prices — Global Placement and Distribution Channels — Launching Global Communication and Advertising — Part IV New Trends in Global Marketing — Using Social Media for Global Marketing — Designing and Controlling Global Marketing Systems — Defining Ethics and Corporate Social Responsibility in the International Marketplace.
Summary: Global Marketing offers students a genuinely international perspective on the essential principles every marketing manager should understand. The book addresses the unique challenges of international markets, encouraging strategic thinking and the creative use of marketing tools in highly competitive environments. It covers both small and medium-sized enterprises and multinational corporations, reflecting where much of today’s global growth occurs. Key features include: Increased focus on services marketing as industries shift away from manufacturing — Attention to emerging markets, preparing students to seize opportunities in fast-growing regions — Dedicated chapters on social media, innovation, and technology, showing how to integrate these into effective marketing strategies — Expanded material on sustainability, ethics, and corporate social responsibility — central values in modern business — Short cases and examples illustrating real-world application, alongside longer cases for in-depth analysis and discussion. By addressing topics often overlooked in other texts, Global Marketing equips students with the insight and confidence to excel as future marketing leaders. A companion website provides an instructor’s manual, test questions, and additional exercises for classroom use.

Includes bibliographical references and index.

Understanding Global Markets and Marketing — Assessing the Global Marketing Environment—the Global — Evaluating Cultural and Social Environments — Analyzing Political and Legal Environments — Integrating Global, Regional, and National Markets — Part II Global Marketing Functions and Strategies — Conducting Global Marketing Research — Entering Global Markets — International Market Planning — Segmenting, Targeting, and Positioning for Global Markets — Part III The Four Ps of Global Marketing — Developing Global Products and Brands — Setting Global Prices — Global Placement and Distribution Channels — Launching Global Communication and Advertising — Part IV New Trends in Global Marketing — Using Social Media for Global Marketing — Designing and Controlling Global Marketing Systems — Defining Ethics and Corporate Social Responsibility in the International Marketplace.

Global Marketing offers students a genuinely international perspective on the essential principles every marketing manager should understand.

The book addresses the unique challenges of international markets, encouraging strategic thinking and the creative use of marketing tools in highly competitive environments. It covers both small and medium-sized enterprises and multinational corporations, reflecting where much of today’s global growth occurs.

Key features include:

Increased focus on services marketing as industries shift away from manufacturing —

Attention to emerging markets, preparing students to seize opportunities in fast-growing regions —

Dedicated chapters on social media, innovation, and technology, showing how to integrate these into effective marketing strategies —

Expanded material on sustainability, ethics, and corporate social responsibility — central values in modern business —

Short cases and examples illustrating real-world application, alongside longer cases for in-depth analysis and discussion.

By addressing topics often overlooked in other texts, Global Marketing equips students with the insight and confidence to excel as future marketing leaders. A companion website provides an instructor’s manual, test questions, and additional exercises for classroom use.

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