Rollins MBA Professor Ilan Alon Co-Authors New Textbook on Global Marketing

April 16, 2012 - Taking the marketing function global is no easy task. It requires managers to think globally and strategically about global markets and comparative marketing environments. International markets pose the challenge of differing political, social, economic, and technological environments. Regional and national differences may render some marketing strategies and tactics ineffectual in new environments. A new textbook co-authored by Rollins MBA Professor Ilan Alon aims to bring these dimensions to the teaching and learning of global marketing.

Global Marketing: Contemporary Theory, Practice, and Cases provides an international and comparative perspective to the study of marketing. The book includes cases on well-known companies, such as Disney, Starbucks, Wal-Mart, Archer Daniels Midland (ADM), and Corona as well as cases on lesser-known and smaller companies from emerging markets, such as Proton Car from Malaysia and San Lu from China.

The new book was co-authored by Eugene D. Jaffe, Ruppin Academic Center, Israel, and Donata Vianelli, University of Trieste, Italy. “Our objective in writing Global Marketing was to publish a marketing textbook with a truly global orientation,” Alon said. “This objective has been carried out by three authors who not only live in different areas of the world, the United States, Europe and Israel, but also have extensive international teaching and consulting experience.”

Global Marketing is also unique in that it includes a chapter on ethics and corporate social responsibility in the international marketplace as well as an additional chapter devoted to global social marketing. “To our knowledge, this is the only global marketing text that includes separate chapters on business ethics and social marketing,” Alon said. “As the reader will learn, the use of social marketing strategies is not limited to developed countries in the Western world, but to emerging markets as well.”

The world of global marketing is continuously changing. To keep abreast of changes, students and teachers of international marketing are advised to go beyond the book’s theories and cases to examine how they are applied in the real world. A variety of resources are available through McGraw-Hill to help both groups stay connected and updated with the materials. More information is available on McGraw Hill’s website at:


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