Ilan Alon, Eugene Jaffe, Christiane Prange

Global Marketing

Strategy, Practice, and Cases

• Broschiertes Buch

Produktbeschreibung

Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. This book will equip todayâ s students with the knowledge and confidence they need to become leading marketing managers.

Produktdetails

• Verlag: Taylor & Francis Ltd
• 3 ed
• Seitenzahl: 666
• Erscheinungstermin: 17. August 2020
• Englisch
• Abmessung: 203mm x 252mm x 41mm
• Gewicht: 1434g
• ISBN-13: 9780367196097
• ISBN-10: 0367196093
• Artikelnr.: 59996725

Autorenporträt

Ilan Alon is a Professor of Strategy and International Marketing at the University of Agder, Norway. He is Editor in Chief of International Journal of Emerging Markets and European Journal of International Management. The author of several books, he has taught at top business schools globally and consulted in marketing and international business for multinational corporations and government organizations. Eugene Jaffe is Emeritus Professor at the Graduate School of Business Administration, Bar-Ilan University, Israel. He has spent sabbaticals as a Visiting Professor in the United States, Denmark, and Mexico. Many of his professional articles have been published in first-tier journals such as Journal of Marketing Research, Journal of World Business, International Business Review, International Marketing Review, Journal of Business Ethics , and Long Range Planning. He is listed as one of the authors of the "Most Influential Articles Published in Management International Review during 1993-2007". He is a past president of the European International Business Academy. Christiane Prange is a Professor of Global Strategy at Tongji University, China. She has been a Visiting Professor at top international business schools and has consulted multinational companies on internationalization strategies, global innovation management, and corporate agility. She has published five books and several journal articles. Donata Vianelli is a full professor at the University of Trieste, Italy, where she teaches International Marketing and Business Management. Since 2013 she has been Visiting Professor at the University of Northern Colorado, USA. She has authored six books and has published in a range of international journals. She researches global distribution, entry strategies, and cross-cultural consumer behavior with a focus on Europe, United States, and Asia.

Inhaltsangabe

Part I: Global Marketing Environments 1. Understanding Global Markets and
Marketing 2. Assessing the Global Marketing Environment: The Global Economy
and Technology 3. Evaluating Cultural and Social Environments 4. Analyzing
Political and Legal Environments 5. Integrating Global, Regional, and
National Markets Part II: Global Marketing Functions and Strategies 6.
Conducting Global Marketing Research 7. Entering Global Markets 8.
International Market Planning 9. Segmenting, Targeting, and Positioning for
Global Markets Part III: The Four Ps Of Global Marketing 10. Developing
Global Products and Brands 11. Setting Global Prices 12. Global Placement
and Distribution Channels 13. Launching Global Communication and
Advertising Part IV: New Trends in Global Marketing 14. Using Social Media
for Global Marketing 15. Designing and Controlling Global Marketing Systems
16. Defining Ethics and Corporate Social Responsibility in the
International Market Place. Appendix: The Global Marketing Plan Global
Marketing Cases Index