000			03530cam a2200349 i 4500
001			19548773
005			20260512145843.0
008			170311s2017 nyuab b 001 0 eng d
010			_a 2017303497
020			_a9781138807884
035			_a19548773
035			_a(OCoLC)911799799
040			_aYDXCP _beng _cYDXCP _erda _dBTCTA _dBDX _dOCLCQ _dMRB _dSISPL _dLVT _dOCLCF _dDLC
041			_aEnglish
042			_alccopycat
050	0	0	_aHF1416 _b.A47 2017
100			_aAlon, Ilan, _e[author] _926027
245	1	0	_aGlobal marketing _b: contemporary theory, practice, and cases _c/ Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli.
250			_aSecond edition.
264		1	_aNew York : _bRoutledge/Taylor & Francis Group, _c2017.
300			_axxvi, 699 pages : _billustrations, maps ; _c26 cm
504			_aIncludes bibliographical references and index.
505	0		_aUnderstanding 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.
520			_aGlobal 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.
650		0	_aExport marketing _93292
650		0	_aExport marketing _x Management _vCase studies.
655		7	_aCase studies. _2lcgft _0https://id.loc.gov/authorities/genreForms/gf2017026140 _923450
700			_aJaffe, Eugene D., _eauthor. _926028
700			_aPrange, Christiane, _eauthor. _926029
700			_aVianelli, Donata, _eauthor. _926030
942			_2lcc
999			_c5012 _d5012