Can I read Global Marketing : Contemporary Theory, Practice, and Cases on EtoBox?

Global Marketing : Contemporary Theory, Practice, and Cases by Alon, Ilan, Jaffe, Eugene, Prange, Christiane, Vianelli, Donata is a nonfiction available to read on EtoBox.

What is Global Marketing : Contemporary Theory, Practice, and Cases about?

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

Who reads Global Marketing : Contemporary Theory, Practice, and Cases?

Author

Alon, Ilan, Jaffe, Eugene, Prange, Christiane, Vianelli, Donata

Publisher

Routledge/Taylor & Francis Group

Published

2016

Language

EN

ISBN

9781317613527

Category

nonfiction

Subjects

Marketing, Management, Business