TOC: Global Marketing

Introduction

Global Marketing: Contemporary Theory, Practice, and Cases, A book by Ilan Alon, Eugene Jaffe and Donata Vianelli

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Global Marketing: Contemporary Theory, Practice, and Cases

Ilan Alon, Rollins College
Eugene Jaffe, Ruppin Academic Center
Donata Vianelli, University of Trieste, Italy

ISBN: 0078029279
Copyright year: 2013

Table of Contents

PART 1 GLOBAL MARKETING ENVIRONMENTS

Chapter 1

Understanding Global Markets and Marketing

Chapter 2

Assessing the Global Marketing Environment—The Global Economy and Technology

Chapter 3

Evaluating Cultural and Social Environments

Chapter 4

Analyzing Political and Legal Environments

Chapter 5

Integrating Global, Regional, and National Markets

PART 2 GLOBAL MARKETING FUNCTIONS AND STRATEGIES

Chapter 6

Conducting Marketing Research

Chapter 7

Selecting International Markets

Chapter 8

Entering Global Markets

Chapter 9

Segmenting, Targeting, and Positioning for Global Markets

PART 3 THE FOUR Ps OF GLOBAL MARKETING

Chapter 10

Developing Global Products and Brands

Chapter 11

Setting Global Prices

Chapter 12

Global Placement and Distribution Channels

Chapter 13

Launching Global Communication and Advertising

PART 4 NEW TRENDS IN GLOBAL MARKETING

Chapter 14

Using Social Media for Global Marketing

Chapter 15

Designing and Controlling Global Marketing Systems

Chapter 16

Defining Ethics and Corporate Social Responsibility in the International Marketplace

PART 5 COMPREHENSIVE GLOBAL MARKETING CASES

Part 1

Global Marketing Environments

Case P1-1

International Marketing at Marks & Spencer: A UK Retailer

Case P1-2

MacEwan Goes Global: Internationalization at a Canadian School of Business

Case P1-3

Estimating Demand in Emerging Markets for Kodak Express

Part 2

Global Marketing Functions and Strategies

Case P2-1

Ruth’s Chris: The High Stakes of International Expansion

Case P2-2

A Speed Race: Benelli and QJ Compete in the International Motorbike Arena

Case P2-3

Riviera Radio (RR): Developing a Market in a Highly Diverse Community

Part 3

The Four Ps of Global Marketing

Case P3-1

Master International Franchising in China : The Athlete’s Foot, Inc. (A)

Case P3-2

San Francisco Coffee House: An American Style Franchise in Croatia

Case P3-3

Euro Disney

Part 4

New Trends in Global Marketing

Case P4-1

Mobile Language Learning: Praxis Makes Perfect in China

Case P4-2

Birzeit Pharmaceutical Company: Marketing from Palestine

Case P4-3

Social Entrepreneurship and Sustainable Farming in Indonesia

Textbook: Global Marketing: www.mhhe.com/alon1e


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