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.

part I|168 pages

Global Marketing Environments

chapter Chapter 1|39 pages

Understanding Global Markets and Marketing

chapter Chapter 3|39 pages

Evaluating Cultural and Social Environments

chapter Chapter 4|28 pages

Analyzing Political and Legal Environments

chapter Chapter 5|26 pages

Integrating Global, Regional, and National Markets

part II|174 pages

Global Marketing Functions and Strategies

chapter Chapter 6|33 pages

Conducting Global Marketing Research

chapter Chapter 7|64 pages

Entering Global Markets

chapter Chapter 8|38 pages

International Market Planning

part III|173 pages

The Four Ps of Global Marketing

chapter Chapter 10|51 pages

Developing Global Products and Brands

chapter Chapter 11|27 pages

Setting Global Prices

chapter Chapter 12|38 pages

Global Placement and Distribution Channels

chapter Chapter 13|57 pages

Launching Global Communication and Advertising

part IV|104 pages

New Trends in Global Marketing