Global Marketing: Contemporary Theory, Practice, and Cases, 3rd Edition (Paperback) book cover

Global Marketing

Contemporary Theory, Practice, and Cases, 3rd Edition

By Ilan Alon, Eugene Jaffe, Christiane Prange, Donata Vianelli


568 pages | 223 Color Illus.

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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.


A solid text that greatly benefits from the international experience of the author team.

Bodo B. Schlegelmilch, WU Executive Academy, Austria

A nice, new update for the competitive global marketing textbook marketplace, Global Marketing provides a grounded, international perspective on globalization, emerging markets, and strategy. Especially welcome is its strong focus on social media and technology, culture, and critical viewpoints.

Jonathan Schroeder, Rochester Institute of Technology, USA

Global Marketing provides up-to-date examples and end-of-chapter cases among the latest marketing theories and frameworks. Useful tools include PowerPoint slides, Test-banks, videos and much more valuable content for students and faculty. The textbook is suitable for undergraduate, graduate and executive students, alike.

Marc Fetscherin, Rollins College, USA

At last, we have a comprehensive global marketing textbook geared toward a contemporary and dynamic marketplace. Rarely does one come across a book in this area that is inclusive to the entire world. Alon, Jaffe, Prange, and Vianelli’s book is timely, well thought-out, and balanced. The book is a must for academics, students, and global marketing/business executives.

Charles Blankson, University of North Texas, USA

This new edition of Global Marketing continues the thorough coverage of the first and includes the most up-to-date information on marketing in the current environment. Cases are varied and interesting and the inclusion of faculty-friendly exercises is especially valuable in the classroom. I highly recommend this book for upper-level undergraduate and MBA global marketing courses.

Betty Jane Punnett, University of the West Indies, Barbados

Table of Contents

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

About the Authors

Ilan Alon is a Professor of Strategy and International Marketing at the University of Agder, Norway, as well as a visiting scholar at Georgetown University, USA. The author of several books, Alon has taught at top business schools globally, and consulted in marketing and international business for multinational corporations and government organizations.

Eugene Jaffe is a Professor of Marketing at the School of Economics and Business Administration, Ruppin Academic Center, and Emeritus Professor at the Graduate School of Business Administration, Bar-Ilan University, both in Israel. He has authored seven books, and published in several journals, including the Journal of Marketing Research, Journal of World Business, International Marketing Review, and International Business Review.

Christiane Prange is a Professor of Global Strategy and Marketing at Tongji University, China. She has been a visiting professor at top international business schools and has consulted multinational companies on marketing and internationalization strategies, global innovation management, and corporate agility. She has published five books and several journal articles.

Donata Vianelli is a Professor at the University of Trieste, Italy, where she teaches international marketing and international business. She has authored four books and has published in a range of international journals. She researches global distribution and cross-cultural consumer behavior with a focus on Europe and Asia.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / International / Marketing