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Global Marketing

strategy, practice, and cases
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Statement of Responsibility: Ilan Alon ...
Year: 2020
Publisher: New York, NY [u.a.], Routledge
Media group: Book/Buch
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Copies

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Barcode: 01122909 Locations: 2.4.2 ALO / Wilken/Reference, no loan Status: borrowed

Content

"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"--

Details

Search for this author
Statement of Responsibility: Ilan Alon ...
Year: 2020
Publisher: New York, NY [u.a.], Routledge
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Classification: Search for this systematic 2.4.2
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ISBN: 978-0-367-19609-7
ISBN (2nd): 978-0-07-802927-1
Description: 3rd ed., XXI, 602 S. : Abb., Tab. u. graph. Darst.
Tags: Export, Case Study, International Marketing, Case Studies, Fallstudien, Internationales Marketing
Participating parties: Search for this character Alon, Ilan
Language: englisch
Media group: Book/Buch