Global Marketing : Contemporary Theory, Practice, and Cases


Global Marketing : Contemporary Theory, Practice, and Cases



By Ilan Alon, former College at Brockport faculty member, and Eugene Jaffe, with Donata Vianelli.

Hailing from America, Europe and the Middle East, the authors of Global Marketing provide a truly international and comparative perspective to the study of marketing. Examples are provided from across the continents encompassing small and medium enterprises (SMEs). In addition, well-researched multinational companies are explored and give justice to the breadth and depth of this field. Cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona are supplemented by cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China. In addition to short, end of chapter cases that can be used in classroom discussion, the book also boasts longer, end of book cases which require integration of multiple chapters and synthesis of knowledge to identify and solve international marketing problems.



Publication Date


Publication Information

New York : McGraw-Hill/Irwin, c2013.

xxi, 602 pages : illustrations, maps ; 26 cm..




Business Administration and Economics


Located in Drake Library at: HF1416 .A47 2013

CONTENTS: al Marketing Environments -- pt. 2. Global Marketing Functions and Strategies -- pt. 3. The Four Ps of Global Marketing -- pt. 4. New Trends in Global Marketing -- pt. 5. Comprehensive Global Marketing Cases.