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GLOBAL MARKETING: CONTEMPORARY THEORY, PRACTICE, AND CASES
ILAN ALON AND EUGENE JAFFE

BRIEF TABLE OF CONTENTS

Part 1: Global Marketing Environments
      Ch. 1 Understanding Global Markets and Marketing
      Ch. 2 Assessing the Global Marketing Environment – The Global Economy and Technology
      Ch. 3 Evaluating Cultural and Social Environments
      Ch. 4 Analyzing Political and Legal Environments
      Ch. 5 Integrating Global, Regional, and National Markets

Part 2: Global Marketing Functions and Strategies
      Ch. 6 Conducting Marketing Research
      Ch. 7 Selecting International Markets
      Ch. 8 Entering Global Markets
      Ch. 9 Segmenting, Targeting, and Positioning for Global Markets

Part 3: The Four Ps of Global Marketing
      Ch. 10 Developing Global Products and Brands
      Ch. 11 Setting Global Prices
      Ch. 12 Global Placement and Distribution Channels
      Ch. 13 Launching Global Communication and Advertising

Part 4: New Trends in Global Marketing
      Ch. 14 Using Social Media for Global Marketing
      Ch. 15 Designing and Controlling Global Marketing Systems
      Ch. 16 Defining Ethics and Corporate Social Responsibility

Part 5: Comprehensive Global Marketing Cases
      Part 1: Global Marketing Environments
      Part 2: Global Marketing Functions and Strategies
      Part 3: The Four Ps of Global Marketing
      Part 4: New Trends in Global Marketing

Ilan Alon of Rollins College, Eugene Jaffe of Ruppin Academic Center in Israel, and Donata Vianelli of University of Trieste Italy are proud to present the first edition of their international marketing textbook entitled Global Marketing: Contemporary Theory, Practice, and Cases. This comprehensive textbook includes subjects ranging from market selection and entry to social media in global marketing. This text also includes topical cases for content application and illustration to ensure optimal learning.

We would like to thank everyone who has supported this text. We hope that all users and fans of the text enjoy its content and find it compelling, comprehensive, and current. As we move forward and continue to grow and learn about the field of global marketing, we hope we can continue to deliver quality text to our dedicated audiences.