Global Marketing: Contemporary Theory, Practice, and Cases

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 in 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 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 teach 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 with rich content for deeper analysis and discussion.

Covering key topics not found in competing books, Global Marketing will equip 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.

Ilan Alon is a Professor of Strategy and International Marketing at the University of Agder, Norway, as well as a visiting scholar at Georgetown University, USA. The author of several books, Alon has taught at top business schools globally, and consulted in marketing and international business for multinational corporations and government organizations.

Eugene Jaffe is a Professor of Marketing at the School of Economics and Business Administration, Ruppin Academic Center, and Emeritus Professor at the Graduate School of Business Administration, Bar-Ilan University, both in Israel. He has authored seven books, and published in several journals, including the Journal of Marketing Research, Journal of World Business, International Marketing Review, and International Business Review.

Christiane Prange is aPprofessor of Global Strategy and Marketing at Tongji University, China. She has been a visiting professor at top international business schools and has consulted multinational companies on marketing and internationalization strategies, global innovation management, and corporate agility. She has published five books and several journal articles.

Donata Vianelli is a Professor at the University of Trieste, Italy, where she teaches international marketing and international business. She has authored four books and has published in a range of international journals. She researches global distribution and cross-cultural consumer behavior with a focus on Europe and Asia.