GLOBAL MARKETING

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 princip