Global Marketing: Contemporary Theory, Practice, and Cases, 2nd Edition

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.

Table of Contents

Part I Global Marketing Environments
Chapter 1 Understanding Global Markets And Marketing
Chapter 2 Assessing The Global Marketing Environment—The Global Economy And Technology
Chapter 3 Evaluating Cultural And Social Environments
Chapter 4 Analyzing Political And Legal Environments
Chapter 5 Integrating Global, Regional, And National Markets

Part II Global Marketing Functions and Strategies
Chapter 6 Conducting Global Marketing Research
Chapter 7 Entering Global Markets
Chapter 8 International Market Planning
Chapter 9 Segmenting, Targeting, And Positioning For Global Markets

Part III The Four Ps of Global Marketing
Chapter 10 Developing Global Products And Brands
Chapter 11 Setting Global Prices
Chapter 12 Global Placement And Distribution Channels
Chapter 13 Launching Global Communication And Advertising

Part IV New Trends in Global Marketing
Chapter 14 Using Social Media For Global Marketing
Chapter 15 Designing And Controlling Global Marketing Systems
Chapter 16 Defining Ethics And Corporate Social Responsibility In The International Marketplace