Global Marketing 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 in 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 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 teach 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 cases and examples throughout the text show students how these principles and techniques are applied in the real world.
  • Longer cases provide instructors and students with rich content for deeper analysis and discussion.

Covering key topics not found in competing books, Global Marketing will equip 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 |2 pages

Part I Global Marketing Environments

part |2 pages

Part II Global Marketing Functions and Strategies

chapter 6|42 pages

Conducting Global Marketing Research

chapter 7|58 pages

Entering Global Markets

chapter 8|42 pages

International Market Planning

part |2 pages

Part III The Four Ps of Global Marketing

chapter 10|50 pages

Developing Global Products and Brands

chapter 11|34 pages

Setting Global Prices

chapter 12|39 pages

Global Placement and Distribution Channels

part |2 pages

Part IV New Trends in Global Marketing