Global marketing : contemporary theory, practice, and cases / Ilan Alon, Eugene Jaffe, with Donata Vianelli.

By:

Alon, Ilan [author.]

Contributor(s):

Material type: Text

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0078029279
9780078029271

Subject(s):

DDC classification:

658.84 23

LOC classification:

HF1416 .A47 2013

Contents:

1. Global Marketing Environments -- 2. Global Marketing Functions and Strategies -- 3. The Four Ps of Global Marketing -- 4. New Trends in Global Marketing -- 5. Comprehensive Global Marketing Cases.

Summary: "Hailing from America, Europe and the Middle East, the authors of Global Marketing provide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems."--Publisher description.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	658.84 ALO (Browse shelf(Opens below))	1	Available		A519224B

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Previous	658.83430994 STR Street markets : small business & farmers' perceptions in Australia & New Zealand /	658.8348 NIX Hard looks : masculinities, spectatorship and contemporary consumption /	658.8348 WOL Ageless marketing : strategies for reaching the hearts & minds of the new customer majority /	658.84 ALO Global marketing : contemporary theory, practice, and cases /	658.84 BAA International marketing /	658.84 BEY Beyond Hofstede : culture frameworks for global marketing and management /	658.84 BRI What sticks : Why most advertising fails and how to guarantee yours succeeds /	Next

Includes bibliographical references and index.

1. Global Marketing Environments -- 2. Global Marketing Functions and Strategies -- 3. The Four Ps of Global Marketing -- 4. New Trends in Global Marketing -- 5. Comprehensive Global Marketing Cases.

"Hailing from America, Europe and the Middle East, the authors of Global Marketing provide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems."--Publisher description.

Machine converted from AACR2 source record.

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