TOC: Global Marketing
Introduction
Global Marketing: Contemporary Theory, Practice, and Cases, A book by Ilan Alon, Eugene Jaffe and Donata Vianelli
 : : : Posting |
Global Marketing: Contemporary Theory, Practice, and Cases
Ilan Alon, Rollins College
Eugene Jaffe, Ruppin Academic Center
Donata Vianelli, University of Trieste, Italy
ISBN: 0078029279
Copyright year: 2013
Table of Contents
PART 1 GLOBAL MARKETING ENVIRONMENTS
Chapter 1
Understanding Global Markets and Marketing
Chapter 2
Assessing the Global Marketing Environment—The Global Economy and Technology
Chapter 3
Evaluating Cultural and Social Environments
Chapter 4
Analyzing Political and Legal Environments
Chapter 5
Integrating Global, Regional, and National Markets
PART 2 GLOBAL MARKETING FUNCTIONS AND STRATEGIES
Chapter 6
Conducting Marketing Research
Chapter 7
Selecting International Markets
Chapter 8
Entering Global Markets
Chapter 9
Segmenting, Targeting, and Positioning for Global Markets
PART 3 THE FOUR Ps OF GLOBAL MARKETING
Chapter 10
Developing Global Products and Brands
Chapter 11
Setting Global Prices
Chapter 12
Global Placement and Distribution Channels
Chapter 13
Launching Global Communication and Advertising
PART 4 NEW TRENDS IN GLOBAL MARKETING
Chapter 14
Using Social Media for Global Marketing
Chapter 15
Designing and Controlling Global Marketing Systems
Chapter 16
Defining Ethics and Corporate Social Responsibility in the International Marketplace
PART 5 COMPREHENSIVE GLOBAL MARKETING CASES
Part 1
Global Marketing Environments
Case P1-1
International Marketing at Marks & Spencer: A UK Retailer
Case P1-2
MacEwan Goes Global: Internationalization at a Canadian School of Business
Case P1-3
Estimating Demand in Emerging Markets for Kodak Express
Part 2
Global Marketing Functions and Strategies
Case P2-1
Ruth’s Chris: The High Stakes of International Expansion
Case P2-2
A Speed Race: Benelli and QJ Compete in the International Motorbike Arena
Case P2-3
Riviera Radio (RR): Developing a Market in a Highly Diverse Community
Part 3
The Four Ps of Global Marketing
Case P3-1
Master International Franchising in China : The Athlete’s Foot, Inc. (A)
Case P3-2
San Francisco Coffee House: An American Style Franchise in Croatia
Case P3-3
Euro Disney
Part 4
New Trends in Global Marketing
Case P4-1
Mobile Language Learning: Praxis Makes Perfect in China
Case P4-2
Birzeit Pharmaceutical Company: Marketing from Palestine
Case P4-3
Social Entrepreneurship and Sustainable Farming in Indonesia
Textbook: Global Marketing:
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