Global Marketing
Abstract
Global Marketing 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 in 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 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 teach 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 cases and examples throughout the text show students how these principles and techniques are applied in the real world. Longer cases provide instructors and students with rich content for deeper analysis and discussion. Covering key topics not found in competing books, Global Marketing will equip 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.
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Culture influences purchasing behavior, hierarchy of needs, interpretation of needs and desires, preferences, and consumption habits.
“Culture influences purchasing behavior, hierarchy of needs, interpretation of needs and desires, preferences, and consumption habits (Alon et al., 2016).”
From Drivers of Consumer Adoption of e-Commerce: a Meta-Analysis (2022) · cites this paper as Alon et al., 2016
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Drivers of Consumer Adoption of e-Commerce: a Meta-Analysis
Zerbini, C., Bijmolt, T. H. A., Maestripieri, S., & Luceri, B. (2022) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2022.04.003 · Cited by 68 · see citing works
Maria, E. D., & Ganau, R. (2016) · Journal of Industrial and Business Economics · doi:10.1007/s40812-016-0061-6 · Cited by 11 · see citing works
Entry Strategies and Distribution Channels of Italian SMEs in the Chinese Market
Luca, P. D., Vianelli, D., & Marzano, F. C. (2013) · IGI Global eBooks · doi:10.4018/978-1-4666-3966-9.ch027 · Cited by 3 · see citing works
Self-citationThe Cultural Adaptation of the Marketing Mix
Magnani, G. (2022) · International series in advanced management studies · doi:10.1007/978-3-031-04832-6_4 · Cited by 3 · see citing works
Strategic Entry Modes and Country of Origin Effect
Pegan, G., Vianelli, D., & Luca, P. D. (2019) · International series in advanced management studies · doi:10.1007/978-3-030-33588-5_2 · Cited by 2 · see citing works
Self-citationDO DISTRIBUTORS REALLY KNOW THE PRODUCT? APPROACHING EMERGING MARKETS THROUGH EXPORTS
Checchinato, F., Hu, L., & Vescovi, T. (2014) · Global marketing conference proceeding · doi:10.15444/gmc2014.05.07.01 · Cited by 2 · see citing works
Zakaria, Z., Razali, A. B. B., Rashid, K. M., & Abdul, S. A. (2021) · International Journal of Academic Research in Business and Social Sciences · doi:10.6007/ijarbss/v11-i6/10390 · Cited by 2 · see citing works
Smith, B. (2016) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/978-1-4666-9784-3.ch004 · Cited by 1 · see citing works
Marketing Decisions in China: Positioning, Branding, Marketing Mix
Prange, C. I. (2016) · Management for professionals · doi:10.1007/978-3-319-29139-0_3 · Cited by 1 · see citing works
Self-citationAn Entrepreneurship-Based Four-Helix Model to Overcome Language and Cultural Barriers
Sáiz-Álvarez, J. M. (2019) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/978-1-5225-6980-0.ch001 · Cited by 1 · see citing works
Does Culture Affect Consumer Behaviour, When Shopping On-Line?
Alaoui, A., & Vianelli, D. (2018) · Springer proceedings in business and economics · doi:10.1007/978-3-319-92084-9_12 · Cited by 1 · see citing works
Self-citationPegan, G., Vianelli, D., & Luca, P. D. (2019) · International series in advanced management studies · doi:10.1007/978-3-030-33588-5_4 · Cited by 1 · see citing works
Self-citationIntroduction to the Country of Origin Effect in International Marketing Strategies
Pegan, G., Vianelli, D., & Luca, P. D. (2019) · International series in advanced management studies · doi:10.1007/978-3-030-33588-5_1 · Cited by 1 · see citing works
Self-citationFrom Country of Origin Effect to Brand Origin: Challenges in International Direct Marketing Channels
Pegan, G., Vianelli, D., & Luca, P. D. (2019) · International series in advanced management studies · doi:10.1007/978-3-030-33588-5_5 · Cited by 1 · see citing works
Self-citationCreating Global Product and Service Offerings
Schlegelmilch, B. B. (2022) · Management for professionals · doi:10.1007/978-3-030-90665-8_7 · Cited by 1 · see citing works
Do Distributors Really Know the Product? Approaching Emerging Markets Through ExportsPreprint
Checchinato, F., Hu, L., & Vescovi, T. (2014) · SSRN Electronic Journal · doi:10.2139/ssrn.2511311
Creating Global Product and Service Offerings
Schlegelmilch, B. B. (2016) · Management for professionals · doi:10.1007/978-3-319-26279-6_5
Transcultural Marketing and Product Life Cycles in International Markets
Vianelli, D., & Valta, M. (2014) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/978-1-4666-6220-9.ch021
Self-citationIs the Tourism Destination a Core Attribute in the Choice of Cruise Consumers?
Vianelli, D., & Valta, M. (2018) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/978-1-5225-5835-4.ch003
Self-citationCountry of Origin Valorization in Exporting: Insights from Companies and Foreign Importers
Pegan, G., Vianelli, D., & Luca, P. D. (2019) · International series in advanced management studies · doi:10.1007/978-3-030-33588-5_3
Self-citationThe Role of Country of Origin in Foreign Retailers’ Strategies
Pegan, G., Vianelli, D., & Luca, P. D. (2019) · International series in advanced management studies · doi:10.1007/978-3-030-33588-5_6
Self-citationSmith, B. (2021) · IGI Global eBooks · doi:10.4018/978-1-7998-5345-9.ch028
Gozali, L., Candra, C. D., Lim, V., Nowescophor, R., Irawan, A. P., Zagloel, T. Y. M., Ali, A., Gunadi, A., Haron, H. N., & Masrom, M. B. (2023) · International Conference on Industrial Engineering and Operations Management (IEOM) · doi:10.46254/an12.20220372
Pricing Strategy for People, Planet, and Profit
Shams, S. M. R., Brown, D. M., & Hardcastle, K. (2025) · Classroom companion: business · doi:10.1007/978-3-031-79130-7_3
- Authors
- Alon, I., Jaffe, E., Prange, C., & Vianelli, D.
- Affiliations
- University of Agder (NO)
- Ruppin Academic Center (IL)
- Tongji University (CN)
- University of Trieste (IT)
- Venue
- Routledge eBooks
- Publisher
- Routledge
- Published
- 2016-11-10
- OpenAlex
- W4235898274
- Cited by
- 24
- References
- 0
- Citations by year
- 2025: 1 · 2023: 1 · 2022: 3 · 2021: 2 · 2019: 7 · 2018: 2 · 2016: 4 · 2014: 3 · 2013: 1
- FWCI
- 5.74
- Type
- book
- Language
- en
- Open access
- closed
- Locations
- Routledge eBooks (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Strategy and Management › International Business and FDI
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Management and Marketing Education
- Keywords
- international marketing, international markets, small and medium-sized enterprises, multinational corporations, service marketing, emerging markets, social media marketing, innovation, marketing technology, sustainability, business ethics, corporate social responsibility, marketing strategy, competitive strategy
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