3rd Edition

Global Marketing Strategy, Practice, and Cases

    666 Pages 223 Color Illustrations
    by Routledge

    666 Pages 223 Color Illustrations
    by Routledge

    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: 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


    Ilan Alon is a Professor of Strategy and International Marketing at the University of Agder, Norway. He is Editor in Chief of International Journal of Emerging Markets and European Journal of International Management. The author of several books, he has taught at top business schools globally and consulted in marketing and international business for multinational corporations and government organizations.

    Eugene Jaffe is Emeritus Professor at the Graduate School of Business Administration, Bar-Ilan University, Israel. He has spent sabbaticals as a Visiting Professor in the United States, Denmark, and Mexico. Many of his professional articles have been published in first-tier journals such as Journal of Marketing Research, Journal of World Business, International Business Review, International Marketing Review, Journal of Business Ethics, and Long Range Planning. He is listed as one of the authors of the "Most Influential Articles Published in Management International Review during 1993–2007". He is a past president of the European International Business Academy.

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

    Donata Vianelli is a full professor at the University of Trieste, Italy, where she teaches International Marketing and Business Management. Since 2013 she has been Visiting Professor at the University of Northern Colorado, USA. She has authored six books and has published in a range of international journals. She researches global distribution, entry strategies, and cross-cultural consumer behavior with a focus on Europe, United States, 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