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International Marketing

By R Srinivasan more
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Product Specifications

Publisher PHI Learning
ISBN 9788120352384
Author: R Srinivasan
Number of Pages 268
Edition Fourth Edition
Available in all digital devices
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About The Book International Marketing
Book Summary:

This well-established book, now in its Fourth Edition, provides the latest information and data on International Marketing with emphasis on the Indian context. Retaining all the strengths of the previous editions, the new edition includes significant updates in the case studies, namely,

Infosys Technologies Limited
SAP India
Global Marketing in WiproGrowing in Strength
I-Flex Solutions (Currently Oracle Financial Software Solutions)
Ace Designers
Gillette India
Mysore Sales International Limited

These case studies presenting the facts and data explicitly, familiarise the readers with the latest developments and changing scenario of international marketing.

Now, the text highlights a wide variety of aspects relating to the business environment, with specific focus on competition, product development, market strategy and international business.

Primarily intended for postgraduate students of management, the book would also greatly benefit managers attending various management programmes.

Table of Contents:
Preface Preface to the First Edition
1. Basic Concepts of International Marketing
2. Trade Theories, Export Promotion and Marketing
3. Environment of International Business
4. Consumer Behaviour
5. Product Policy and Planning
6. Advertising and Promotion
7. Pricing
8. Distribution
9. International Market Selection, Research, Planning and Control
10. Other Topics of Interest
11. International Business Risks
12. International Marketing Strategies

CASE STUDIESIntroduction to Case Analysis
Case 1: Infosys Technologies Limited
Case 2: SAP India
Case 3: Global Marketing in WiproGrowing in Strength
Case 4: I-Flex Solutions (Currently Oracle Financial Software Solutions)
Case 5: Ace Designers
Case 6: Gillette India
Case 7: Mysore Sales International Limited
Appendix I: Indian Institutions for Export Promotion
Appendix II: Documentation and Procedures for Export

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