Global Marketing: Contemporary Theory, Practice, and Cases

Global Marketing: Contemporary Theory, Practice, and Cases
Publishing Date
Eugene Jaffe and Ilan Alon


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.
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Last Updated Date : 27/02/2017