This book covers important issues relating to International Marketing. Part I of the book covers concepts. Part II consists of cases featuring well-known companies like, IKEA, Gucci, Prada, Dabur, Matsushita, Wal-Mart and Ambev. Companies move to overseas markets for various reasons. These include saturated and intensely competitive domestic markets, need to diversify risk, opportunity to realize economies of scale and scope, entry of competitors into overseas markets, the need to follow customers going abroad and the desire to learn by competing in markets with sophisticated consumer tastes. Customer requirements may vary in different markets. The temptation to customize for each market, has to be balanced by the need to keep costs down through standardization. One of the key issues in international marketing is building and managing brands. Which aspects of the brand policy can be global? Which ones should remain flexible and be designed to take care of the local needs? Which brands can become “global†megabrands? Which ones should be kept as “local†brands? Closely related to these issues is international advertising, which is far more complicated than advertising in the domestic market for various reasons. Standardized advertising campaigns generate cost savings, create a coherent differences, differences in market maturity, advertising regulations, and variations in the media-environment are impediments to standardized campaigns. This book is intended as a primer on International Marketing, with a special focus on global building, for students, academics and practitioners.
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