Test Bank for Global Marketing Contemporary Theory Practice and Cases, 1st Edition: Alon

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Product details:

• ISBN-10 ‏ : ‎ 0078029279
• ISBN-13 ‏ : ‎ 978-0078029271
• Author: Ilan Alon (Author), Eugene Jaffe (Author)

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.

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 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

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