2nd Edition

Global Marketing
Contemporary Theory, Practice, and Cases

ISBN 9781138807884
Published October 27, 2016 by Routledge
700 Pages 131 Color & 71 B/W Illustrations

USD $155.00

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Book Description


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.

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 Environment  5. Integrating Global, Regional, and National Markets  Part II: Global Marketing Functions and Strategies  6. Conducting 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  Part V: Comprehensive Global Marketing Cases  1. Global Marketing Environments  2. Global Marketing Functions and Strategies  3. The Four Ps Of Global Marketing  4. New Trends in Global Marketing  5. Appendix: The Global Marketing Plan Global Marketing Cases Index

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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 aPprofessor 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.


"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

Support Material

Companion Website

Please visit our companion website for additional support materials.