Ilan Alon is a Professor of Strategy and International Marketing at the University of Agder, Norway. He is Editor in Chief of International Journal of Emerging Markets and European Journal of International Management. The author of several books, he has taught at top business schools globally and consulted in marketing and international business for multinational corporations and government organizations.Eugene Jaffe is Emeritus Professor at the Graduate School of Business Administration, Bar-Ilan University, Israel. He has spent sabbaticals as a Visiting Professor in the United States, Denmark, and Mexico. Many of his professional articles have been published in first-tier journals such as Journal of Marketing Research, Journal of World Business, International Business Review, International Marketing Review, Journal of Business Ethics, and Long Range Planning. He is listed as one of the authors of the "Most Influential Articles Published in Management International Review during 1993–2007". He is a past president of the European International Business Academy.Christiane Prange is a Professor of Global Strategy at Tongji University, China. She has been a Visiting Professor at top international business schools and has consulted multinational companies on internationalization strategies, global innovation management, and corporate agility. She has published five books and several journal articles.Donata Vianelli is a full professor at the University of Trieste, Italy, where she teaches International Marketing and Business Management. Since 2013 she has been Visiting Professor at the University of Northern Colorado, USA. She has authored six books and has published in a range of international journals. She researches global distribution, entry strategies, and cross-cultural consumer behavior with a focus on Europe, United States, and Asia.

A solid text that greatly benefits from the international experience of the author team.—Bodo B. Schlegelmilch, WU Executive Academy, AustriaA nice, new update for the competitive global marketing textbook marketplace, Global Marketing provides a grounded, international perspective on globalization, emerging markets, and strategy. Especially welcome is its strong focus on social media and technology, culture, and critical viewpoints.—Jonathan Schroeder, Rochester Institute of Technology, USAGlobal Marketing provides up-to-date examples and end-of-chapter cases among the latest marketing theories and frameworks. Useful tools include PowerPoint slides, Test-banks, videos and much more valuable content for students and faculty. The textbook is suitable for undergraduate, graduate and executive students, alike.—Marc Fetscherin, Rollins College, USAAt last, we have a comprehensive global marketing textbook geared toward a contemporary and dynamic marketplace. Rarely does one come across a book in this area that is inclusive to the entire world. Alon, Jaffe, Prange, and Vianelli’s book is timely, well thought-out, and balanced. The book is a must for academics, students, and global marketing/business executives.—Charles Blankson, University of North Texas, USAThis new edition of Global Marketing continues the thorough coverage of the first and includes the most up-to-date information on marketing in the current environment. Cases are varied and interesting and the inclusion of faculty-friendly exercises is especially valuable in the classroom. I highly recommend this book for upper-level undergraduate and MBA global marketing courses.—Betty Jane Punnett, University of the West Indies, Barbados

• Part I: Global Marketing Environments 1. Understanding Global Markets and Marketing 2. Assessing the Global Marketing Environment: The Global Economy and Technology 3. Evaluating Cultural and Social Environments 4. Analyzing Political and Legal Environments 5. Integrating Global, Regional, and National Markets Part II: Global Marketing Functions and Strategies 6. Conducting Global Marketing Research 7. Entering Global Markets 8. International Market Planning 9. Segmenting, Targeting, and Positioning for Global Markets Part III: The Four Ps Of Global Marketing 10. Developing Global Products and Brands 11. Setting Global Prices 12. Global Placement and Distribution Channels 13. Launching Global Communication and Advertising Part IV: New Trends in Global Marketing 14. Using Social Media for Global Marketing 15. Designing and Controlling Global Marketing Systems 16. Defining Ethics and Corporate Social Responsibility in the International Market Place. Appendix: The Global Marketing Plan Global Marketing Cases Index

Ilan Alon is a Professor of Strategy and International Marketing at the University of Agder, Norway. He is Editor in Chief of International Journal of Emerging Markets and European Journal of International Management. The author of several books, he has taught at top business schools globally and consulted in marketing and international business for multinational corporations and government organizations.Eugene Jaffe is Emeritus Professor at the Graduate School of Business Administration, Bar-Ilan University, Israel. He has spent sabbaticals as a Visiting Professor in the United States, Denmark, and Mexico. Many of his professional articles have been published in first-tier journals such as Journal of Marketing Research, Journal of World Business, International Business Review, International Marketing Review, Journal of Business Ethics, and Long Range Planning. He is listed as one of the authors of the "Most Influential Articles Published in Management International Review during 1993–2007". He is a past president of the European International Business Academy.Christiane Prange is a Professor of Global Strategy at Tongji University, China. She has been a Visiting Professor at top international business schools and has consulted multinational companies on internationalization strategies, global innovation management, and corporate agility. She has published five books and several journal articles.Donata Vianelli is a full professor at the University of Trieste, Italy, where she teaches International Marketing and Business Management. Since 2013 she has been Visiting Professor at the University of Northern Colorado, USA. She has authored six books and has published in a range of international journals. She researches global distribution, entry strategies, and cross-cultural consumer behavior with a focus on Europe, United States, and Asia.

A solid text that greatly benefits from the international experience of the author team.—Bodo B. Schlegelmilch, WU Executive Academy, AustriaA nice, new update for the competitive global marketing textbook marketplace, Global Marketing provides a grounded, international perspective on globalization, emerging markets, and strategy. Especially welcome is its strong focus on social media and technology, culture, and critical viewpoints.—Jonathan Schroeder, Rochester Institute of Technology, USAGlobal Marketing provides up-to-date examples and end-of-chapter cases among the latest marketing theories and frameworks. Useful tools include PowerPoint slides, Test-banks, videos and much more valuable content for students and faculty. The textbook is suitable for undergraduate, graduate and executive students, alike.—Marc Fetscherin, Rollins College, USAAt last, we have a comprehensive global marketing textbook geared toward a contemporary and dynamic marketplace. Rarely does one come across a book in this area that is inclusive to the entire world. Alon, Jaffe, Prange, and Vianelli’s book is timely, well thought-out, and balanced. The book is a must for academics, students, and global marketing/business executives.—Charles Blankson, University of North Texas, USAThis new edition of Global Marketing continues the thorough coverage of the first and includes the most up-to-date information on marketing in the current environment. Cases are varied and interesting and the inclusion of faculty-friendly exercises is especially valuable in the classroom. I highly recommend this book for upper-level undergraduate and MBA global marketing courses.—Betty Jane Punnett, University of the West Indies, Barbados

• Part I: Global Marketing Environments 1. Understanding Global Markets and Marketing 2. Assessing the Global Marketing Environment: The Global Economy and Technology 3. Evaluating Cultural and Social Environments 4. Analyzing Political and Legal Environments 5. Integrating Global, Regional, and National Markets Part II: Global Marketing Functions and Strategies 6. Conducting Global Marketing Research 7. Entering Global Markets 8. International Market Planning 9. Segmenting, Targeting, and Positioning for Global Markets Part III: The Four Ps Of Global Marketing 10. Developing Global Products and Brands 11. Setting Global Prices 12. Global Placement and Distribution Channels 13. Launching Global Communication and Advertising Part IV: New Trends in Global Marketing 14. Using Social Media for Global Marketing 15. Designing and Controlling Global Marketing Systems 16. Defining Ethics and Corporate Social Responsibility in the International Market Place. Appendix: The Global Marketing Plan Global Marketing Cases Index