Global Marketing "Strategy, Practice, and Cases"

por Alon, Ilan; Jaffe, Eugene; Prange, Christiane; Vianelli, Donata
Global Marketing "Strategy, Practice, and Cases"
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ISBN: 978-0-367-19609-7
Editorial: Routledge
Fecha de la edición: 2020
Edición Nº: 3
idioma: Ingles
Nº Pág.: 666


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Resumen del libro

Reseña: 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 todays students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructors manual with test questions, as well as additional exercises and examples for in-class use.
indice: Part I: Global Marketing Environments 1. Understanding Global Markets and Marketing 2. Assessing the Global Marketing Environment: The Global Economy and Technology 3. Evaluating Cultural and Social Environments 4. Analyzing Political and Legal Environments 5. Integrating Global, Regional, and National Markets Part II: Global Marketing Functions and Strategies 6. Conducting Global Marketing Research 7. Entering Global Markets 8. International Market Planning 9. Segmenting, Targeting, and Positioning for Global Markets Part III: The Four Ps Of Global Marketing 10. Developing Global Products and Brands 11. Setting Global Prices 12. Global Placement and Distribution Channels 13. Launching Global Communication and Advertising Part IV: New Trends in Global Marketing 14. Using Social Media for Global Marketing 15. Designing and Controlling Global Marketing Systems 16. Defining Ethics and Corporate Social Responsibility in the International Market Place. Appendix: The Global Marketing Plan Global Marketing Cases Index