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Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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Global Marketing - Strategy, Practice, and Cases (Paperback, 3rd edition)
Loot Price: R2,174
Discovery Miles 21 740
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Global Marketing - Strategy, Practice, and Cases (Paperback, 3rd edition)
Expected to ship within 9 - 15 working days
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Global Marketing, 3rd edition, 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
within 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 shift from developed markets to emerging markets
with more dynamic environments; 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 teaching 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 and long
cases and examples throughout the text show students how these
principles and techniques are applied in the real world. Covering
key topics not found in competing books, Global Marketing will
equip today's students with the knowledge and confidence they need
to become leading marketing managers. A companion website features
an instructor's manual with test questions, as well as additional
exercises and examples for in-class use.
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