{"product_id":"global-marketing-strategy-practice-and-cases","title":"Global Marketing","description":"\u003cp\u003e\u003cem\u003eGlobal Marketing,\u003c\/em\u003e \u003ci\u003e3rd edition\u003c\/i\u003e, 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:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eCoverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred; \u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eA shift toward greater consideration of services marketing as more companies move away from manufacturing; \u003cbr\u003e \u003c\/li\u003e\n\u003cli\u003eA shift from developed markets to emerging markets with more dynamic environments;\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eA focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present; \u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eChapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy; \u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eNew material on sustainability, ethics, and corporate social responsibility—key values for any modern business; \u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eShort and long cases and examples throughout the text show students how these principles and techniques are applied in the real world.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eCovering key topics not found in competing books, \u003ci\u003eGlobal Marketing\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":50002997215576,"sku":"9780367196097","price":89.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780367196097_f8bb64ef-6374-45b3-959b-43ead5460beb.jpg?v=1777193147","url":"https:\/\/agendabookshop.com\/products\/global-marketing-strategy-practice-and-cases","provider":"Agenda Bookshop","version":"1.0","type":"link"}