Global Marketing: Contemporary Theory, Practice, and Cases (3)

By: and and and

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Synopsis
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 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.
Copyright:
2021

Book Details

Book Quality:
Publisher Quality
Book Size:
568 Pages
ISBN-13:
9780429515354
Related ISBNs:
9780429203343, 9780367196097, 9780367196080
Publisher:
Taylor and Francis
Date of Addition:
Copyrighted By:
Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli. The right of Ilan Alon, Eugene Jaffe, Christiane Prange, and Donata Vianelli to be identified as authors of this work has been asserted by them in accordance with sections
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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