Global Marketing: Contemporary theory, practice and cases

Ilan Alon, Eugene Jaffe, Christiane Prange and Donata Vianelli
Additional contact information
Ilan Alon: UIA - University of Agder
Eugene Jaffe: Ruppin Academic Center
Christiane Prange: Tongji University
Donata Vianelli: Università degli studi di Trieste = University of Trieste

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Abstract: Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: - Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred - A shift toward greater consideration of services marketing as morecompanies move away from manufacturing - A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present - Chapters on social media, innovation and technology teaching students how to incorporate these new tools into their marketing strategy - New material on sustainability, ethics, and corporate social responsibility; key values for any modern business - Short cases and examples throughout the text show students how these principles, and techniques are applied in the real world - Longer cases provide instructors and students rich content for deeper analysis and discussion Covering key topics not found in competing books, Global Marketing will equip today's students with the knowledge and confidence they need to become leading marketing managers.

Date: 2015-11-01
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Published in Routledge, pp.640 P., 2015, 978-1-138-80788-4. ⟨10.4324/9781315750897⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02298232

DOI: 10.4324/9781315750897

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