LEADER 03338oam 2200553I 450 001 9910150328003321 005 20180404083218.0 010 $a1-315-75089-9 010 $a1-317-61351-1 010 $a1-317-61352-X 024 7 $a10.4324/9781315750897 035 $a(CKB)3710000000942621 035 $a(MiAaPQ)EBC4741955 035 $a970388919 035 $a(PPN)204496608 035 $a(BIP)52265193 035 $a(BIP)52307346 035 $a(EXLCZ)993710000000942621 100 $a20180706d2017 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aGlobal marketing $econtemporary theory, practice, and cases /$fIlan Alon. [et al.] 205 $aSecond edition. 210 1$aNew York :$cRoutledge,$d2017. 215 $a1 online resource (711 pages) $cillustrations, maps 311 08$a1-138-80788-5 311 08$a1-138-80787-7 320 $aIncludes bibliographical references and index. 327 $apt. 1. Global marketing environments -- pt. 2. Global marketing functions and strategies -- pt. 3. The four Ps of global marketing -- pt. 4. New trends in global marketing. 330 $a  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. 606 $aExport marketing 606 $aExport marketing$vCase studies 615 0$aExport marketing. 615 0$aExport marketing 676 $a658.8/4 700 $aAlon$b Ilan.$01089369 702 $aJaffe$b Eugene D. 702 $aPrange$b Christiane 702 $aVianelli$b Donata 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910150328003321 996 $aGlobal marketing$92862549 997 $aUNINA