Global Marketing Contemporary Theory Practice and Cases 1st Edition Alon Solutions Manual

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Product details:

• ISBN-10 ‏ : ‎ 1138807885
• ISBN-13 ‏ : ‎ 978-1138807884
• Author: Ilan Alon (Author), Eugene Jaffe (Contributor), Christiane Prange (Contributor), Donata Vianelli (Contributor)

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 applied in the real world.
• Longer cases provide instructors and students with rich content for deeper analysis and discussion.

Table of contents:

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 Environments

5. Integrating Global, Regional, and National Markets

Part II: Global Marketing Functions and Strategies 　

6. Conducting Global 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. Appendix: The Global Marketing Plan Global Marketing Cases Index

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