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Global Marketing : Strategy, Practice, and Cases

By: (Author) Christiane Prange , (Author) Donata Vianelli , (Author) Eugene Jaffe , (Author) Ilan Alon

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Ksh 43,200.00

Format: Hardback or Cased Book

ISBN-10: 0367196085

ISBN-13: 9780367196080

Edition Number: 3

Publisher: Taylor & Francis Ltd

Imprint: Routledge

Country of Manufacture: GB

Country of Publication: GB

Publication Date: Aug 17th, 2020

Print length: 666 Pages

Weight: 2,195 grams

Product Classification: Sales & marketing management
Sales & marketing

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Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. This book will equip today’s students with the knowledge and confidence they need to become leading marketing managers.

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.

Get Global Marketing by at the best price and quality guranteed only at Werezi Africa largest book ecommerce store. The book was published by Taylor & Francis Ltd and it has pages. Enjoy Shopping Best Offers & Deals on books Online from Werezi - Receive at your doorstep - Fast Delivery - Secure mode of Payment

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