Description

This pioneering text provides a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics. It helps students to see the cultural and environmental uniqueness of any nation or region. The 13th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools. Indian examples and cases have been included to make the book more useful to the MBA students of India. These are on outbound investment and global brands by Indian companies like Ranbaxy, Tata Tea, Wipro, Bharat Forge, Sundaram Fasteners and many more. International data has been supplemented with Indian data at relevant places. Bilateral and multilateral trade relations involving India, and discussion on export-import documentation have also been included. Table of Contents: PART I: AN OVERVIEW Chapter 1. The Scope and Challenge of International Marketing Chapter 2. The Dynamic Environment of International Trade PART II: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS Chapter 3. History and Geography: The Foundations of Culture Chapter 4. Cultural Dynamics in Assessing Global Markets Chapter 5. Culture, Management Style, and Business Systems Chapter 6. The Political Environment: A Critical Concern Chapter 7. The International Legal Environment: Playing by the Rules PART III: ASSESSING GLOBAL MARKET OPPORTUNITIES Chapter 8. Developing a Global Vision through Market Research Chapter 9. Emerging Markets Chapter 10. Multinational Market Regions and Market Groups PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES Chapter 11. Global Marketing Management: Planning and Organization Chapter 12. Products and Services for Consumers Chapter 13. Products and Consumers for Businesses Chapter 14. International Marketing Channels Chapter 15. Exporting and Logistics: Special Issues for Business Chapter 16. Integrated Marketing Communications and International Advertising Chapter 17. Personal Selling and Sales Management Chapter 18. Pricing for International Markets PART V : MPLEMENTING GLOBAL MARKETING STRATEGIES Chapter 19. Negotiating with International Customers, Partners, and Regulators PART VI: SUPPLEMENTARY MATERIAL Chapter 20. The Country Notebook CASES

This pioneering text provides a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics. It helps students to see the cultural and environmental uniqueness of any nation or region. The 13th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools. Indian examples and cases have been included to make the book more useful to the MBA students of India. These are on outbound investment and global brands by Indian companies like Ranbaxy, Tata Tea, Wipro, Bharat Forge, Sundaram...  Read More