Global Marketing

Contemporary Theory, Practice and Cases, 2nd Edition
By Ilan Alon, Eugene D. Jaffe, Christiane Prange, Donata Vianelli

Routledge – 2016 – 700 pages

http://www.tandf.net/books/details/9781138807884/

Part I: Global Marketing Environments 1. Understanding Global Markets and Marketing 2. Assessing the Global Marketing Environment: The Global Economy and Technology 3. Evaluating Cultural and Social Environments 4. Analyzing Political and Legal Environment 5. Integrating Global, Regional, and National Markets

Part II: Global Marketing Functions and Strategies 6. Conducting Marketing Research 7. Entering Global Markets 8. International Market Planning 9. Segmenting, Targeting, and Positioning for Global Markets

Part III: The Four Ps Of Global Marketing 10. Developing Global Products and Brands 11. Setting Global Prices 12. Global Placement and Distribution Channels 13. Launching Global Communication and Advertising

Part IV: New Trends in Global Marketing 14. Using Social Media for Global Marketing 15. Designing and Controlling Global Marketing Systems 16. Defining Ethics and Corporate Social Responsibility in the International Market Place

Part V: Comprehensive Global Marketing Cases 1. Global Marketing Environments 2. Global Marketing Functions and Strategies 3. The Four Ps Of Global Marketing 4. New Trends in Global Marketing 5. Appendix: The Global Marketing Plan Global Marketing Cases Inde

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