International Marketing
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About the Authors
Book Preface
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Student Edition
Instructor Edition
International Marketing

JUSTIN PAUL, Nagoya Univ. of Commerce & Business, Japan
RAMNEEK KAPOOR, Sr.Gen Manager, Marketing, Metro Tyres Ltd, Indore

ISBN: 0070635889
Copyright year: 2008

This exciting new textbook gives a comprehensive account of International Marketing theories and practices. The discussion moves from emerging trends and growing internationalisation of firms to an incisive analysis of market-entry strategies and strategic alliances. The authors also discuss about WTO, country analysis, research & opportunity analysis, cultural/political/legal environment, product policy, pricing strategy, logistics/distribution & SCM, advertising & promotion, sales management, and building brands -- in international markets. The examples and cases from such organisations as Ranbaxy, The Tata Group, The Birla Group, Toyota, GE, Dell, MacDonald’s, Wipro Coca Cola, and Pepsico, among others, will help the students in advancing from concept to application. With these ingredients, this textbook will cater to the International Marketing course offered in the MBA (Marketing) programs of universities and autonomous institutes.

Key Features:

  • Detailed analysis of market-entry modes with illustrative examples and cases
  • Cases at the end of the important chapters and at the end of the book
  • Boxed exhibits of real-world examples, across the chapters
  • Separate chapters on cultural, political and legal environment
  • End-of-chapter review questions and end-of-book objective questions
  • Discussion of documentation and procedures pertaining to export and import
  • OLC includes:

    Testbank in Student Center, Powerpoint Presentations and Testbank answers in Instructor's Center.

    To obtain a lecturer login to the Online Learning Centres, ask your local sales representative. If you're a lecturer thinking about adopting this textbook, request a complimentary copy for review.