International Marketing is a comprehensive textbook specially designed to meet the requirements of MBA students specializing in marketing. It explores the key concepts of international marketing through numerous managerial examples, caselets, and detailed case studies. Beginning with an overview of international marketing concepts, the book discusses in detail the identification of emerging marketing opportunities, the environment, decision-making processes, and the entry mode strategies of international marketing. It goes on to discuss the strategies for products, brands, pricing, distribution, logistics, and communication, and the policy framework for international trade. Finally, it discusses international trade finance and risk management, and the institutional infrastructure for export promotion. Also discussed are international marketing research, export procedures and documentation, and the World Trade Organization and its implications on international marketing. Key Feature: explores emerging issues in international marketing, such as the role of information technology and global e-marketing; examines the challenges faced by business organizations in international marketing; contains classroom-tested cases from international business organizations; includes examples and caselets in key areas of international marketing and export promotion; provides chapter-end concept review questions, exercises with critical thinking elements, and classroom and field projects such as group discussion and analytical reporting. Includes a CD-Rom containing select forms of international trade transactions.
There are no reviews yet.