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