: contemporary theory, practice, and cases Alon, Ilan creator [author] Jaffe, Eugene D. author. Prange, Christiane author. Vianelli, Donata author. text bibliography Case studies. nyu 2017 Second edition. monographic eng Eng lis h

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xxvi, 699 pages : illustrations, maps ; 26 cm 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. 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. / Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli. Includes bibliographical references and index. Export marketing Export marketing Management Case studies HF1416 .A47 2017 9781138807884 2017303497 YDXCP 170311 20260512145843.0 19548773 eng