Global Marketing: Contemporary Theory, Practice, and Cases

3rd Edition

Ilan Alon, Eugene Jaffe, Christiane Prange, Donata Vianelli

Routledge
August 17, 2020 Forthcoming
Textbook - 568 Pages - 223 Color Illustrations
ISBN 9780367196097 - CAT# K417935

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Summary

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 manual with test questions, as well as additional exercises and examples for in-class use.

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