Global Marketing

Ilan Alon is a Professor of Strategy and International Marketing at the University of Agder, Norway, as well as a visiting scholar at Georgetown University, USA. The author of several books, Alon has taught at top business schools globally, and consulted in marketing and international business for multinational corporations and government organizations. Eugene Jaffe is a Professor of Marketing at the School of Economics and Business Administration, Ruppin Academic Center, and Emeritus Professor at the Graduate School of Business Administration, Bar-Ilan University, both in Israel. He has authored seven books, and published in several journals, including the Journal of Marketing Research, Journal of World Business, International Marketing Review, and International Business Review. Christiane Prange is aPprofessor of Global Strategy and Marketing at Tongji University, China. She has been a visiting professor at top international business schools and has consulted multinational companies on marketing and internationalization strategies, global innovation management, and corporate agility. She has published five books and several journal articles. Donata Vianelli is a Professor at the University of Trieste, Italy, where she teaches international marketing and international business. She has authored four books and has published in a range of international journals. She researches global distribution and cross-cultural consumer behavior with a focus on Europe and Asia.

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 Index