Global marketing: contemporary theory, practice, and cases

Ilan Alon, Eugene D Jaffe, Christiane Prange, Donata Vianelli

Research output: Book/ReportBook


"Global Marketing, 3rd edition, 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 more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments 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 and long cases and examples throughout the text show students how these principles and techniques are applied in the real world; 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. A companion website features an instructor's"--
Original languageEnglish
Place of PublicationNew York
Number of pages639
ISBN (Print)0367196085, 0367196093, 9780367196080, 9780367196097
StatePublished - 2021
Externally publishedYes

ULI Keywords

  • uli
  • Export marketing -- Case studies


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