Global marketing : contemporary theory, practice, and cases /
Ilan Alon, Eugene Jaffe, Christiane Prange and Donata Vianelli.
Bok Engelsk 2020
| Omfang | volumes cm
|
|---|---|
| Utgave | 3rd Edition.
|
| Opplysninger | Revised edition of the authors' Global marketing, 2017.. - "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"--
|
| Emner | |
| Dewey | |
| ISBN | 9780367196080. - 9780367196097
|
| ISBN(galt) |
