Global Marketing: Contemporary Theory, Practice, and Cases

by Eugene Jaffe, Ilan Alon

McGraw-Hill Education | February 7, 2012 | Trade Paperback

Not yet rated | write a review
Hailing from America, Europe and the Middle East, the authors of Global Marketing provide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems.

Format: Trade Paperback

Dimensions: 10 × 9.3 × 0.9 in

Published: February 7, 2012

Publisher: McGraw-Hill Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0078029279

ISBN - 13: 9780078029271

save 5%

  • Out of stock online

$217.95  ea

$217.95 List Price

This item is eligible for FREE SHIPPING on orders over $25.
See details

Easy, FREE returns. See details

Item can only be shipped in Canada

Downloads instantly to your kobo or other ereading device. See details

Reviews

– More About This Product –

Global Marketing: Contemporary Theory, Practice, and Cases

by Eugene Jaffe, Ilan Alon

Format: Trade Paperback

Dimensions: 10 × 9.3 × 0.9 in

Published: February 7, 2012

Publisher: McGraw-Hill Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0078029279

ISBN - 13: 9780078029271

Table of Contents

Part 1: Global Marketing EnvironmentsChapter 1 Understanding Global Markets and MarketingChapter 2 Assessing the Global Marketing Environment-The Global Economy and TechnologyChapter 3 Evaluating Cultural and Social EnvironmentsChapter 4 Analyzing Political and Legal EnvironmentsChapter 5 Integrating Global, Regional, and National MarketsPart 2: Global Marketing Functions and Strategies Chapter 6 Conducting Marketing Research Chapter 7 Selecting International MarketsChapter 8 Entering Global MarketsChapter 9 Segmenting, Targeting And Positioning For Global MarketsPart 3: The Four Ps of Global Marketing Chapter 10 Developing Global Products and Brands Chapter 11 Setting Global PricesChapter 12 Building Global Distribution and PlacementChapter 13 Launching Global Communication and AdvertisingPart 4: New Trends in Global Marketing Chapter 14 Using Social Media For Global MarketingChapter 15 Designing And Controlling Global Marketing SystemsChapter 16 Defining Ethics And Corporate Social Responsibility In The International MarketplacePart 5: Comprehensive Global Marketing CasesPart 1: Global Marketing Environments Case P1-1 International Marketing at Marks & Spencer: A UK RetailerCase P1-2 MacEwan Goes Global: Internationalization at a Canadian School of BusinessCase P1-3 Estimating Demand in Emerging Markets for Kodak Express ©Part 2: Global Marketing Functions and Strategies Case P2-1 Ruth’s Chris: The High Stakes of International ExpansionCase P2-2 A Speed Race: Benel
read more read less

From the Publisher

Hailing from America, Europe and the Middle East, the authors of Global Marketing provide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems.