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The new edition of this text-book discusses comprehensively, the theories and practices of international marketing. With several new chapters and new as well as updated cases, it will help students of the subject in learning concepts as well as their application. It will be very useful for the International Marketing course offered in various business management programmes.
About the Author
Justin Paul, University of Washington Foster School of Business Ramneek Kapoor, Director, Kothari Group of Institutions, Indore
Table of Contents
1. Concept and Process of International Marketing
2. WTO and its Impact on International Marketing
3. Emerging Trends and Internationalization of Firms
4. Country Analysis, Selection, Market size and Marketing Mix
5. International Marketing: Opportunity Analysis
6. Cultural Factors and Environment
7. Political Factors and Environment
8. Legal Aspects and International Marketing
9. Market Entry Modes, Framework, Structure and Strategies
10. Market Entry Modes “ JV, M&A, Strategic Alliance and Subsidiaries
11. International Product Policy, Planning and Strategy
12. Pricing Strategy and Decision for International Marketing
13. International Distribution, Marketing Channels, Logistics and Supply Chain Management
14. Product Promotion, Advertising, and Building Brands in Foreign Markets
15. Personal Selling and Multin isbn
9781259001802
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