Global Marketing: Strategy, Practice, and Cases

Global Marketing, 3rdedition, 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 Marketingwill 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.