GLOBAL MARKETING by Ilan Alon, Eugene D. Jaffe, Christiane Prange ( 9781317613510 )

Item Details

Title:

GLOBAL MARKETING
CONTEMPORARY THEORY, PRACTICE, AND CASES

By:

Ilan Alon, Eugene D. Jaffe, Christiane Prange

Format:

Electronic book text

List price:	£54.99
We currently do not stock this item, please contact the publisher directly for further information.

ISBN 10:

1317613511

ISBN 13:

9781317613510

Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

10 November, 2016

Edition:

2nd Revised edition

Pages:

700

Synopsis:

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.

Illustrations:

131 Line drawings, color; 71 Halftones, black and white; 80 Tables, color;

Publication:

Imprint:

Routledge

Returns:

Non-returnable

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