Global Marketing, 1e

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NPR 1,181.00


Global Marketing, 1e

Global Marketing, explores the concept that in most countries around the world, there is a spurt of interest in the globalization of businesses, whether they are small or big. This trend is visible in developed as well as in developing nations.

NPR 1,181.00 1181.0 NPR NPR 1,312.00

NPR 1,312.00


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Global Marketing, 1e

Global Marketing, explores the concept that in most countries around the world, there is a spurt of interest in the globalization of businesses, whether they are small or big. This trend is visible in developed as well as in developing nations. This book is an attempt to present the structure of global marketing from an Indian perspective in a cohesive and comprehensive manner. The cases discussed in the book depict the workings of Indian companies and the Indian market scenarios to help the students grasp the flavour of cross-border marketing. 

Features: 
  • The opening vignettes are strategically placed to kindle curiosity in students and, more importantly, to create a learning focus. 
  • The end-of-chapter questions, exercises, references and further reading sections are intended to encourage the readers in their areas of interest. 
  • In addition to providing an in-depth understanding of global marketing, the book also suggests effective tools and techniques that budding managers can adopt in a global company set-up.
  • Further, the book has been written keeping in mind the requirement of a teacher who is offering a three-credit course in global marketing where each chapter of the book can be considered as inputs for each session. 
Testimonials: 
  • This book introduces a conceptual and pragmatic framework for export market identification. 
  • As a concept, it is a 'must-know' and 'must-read' for entrepreneurs venturing into international business, both potential and existing. It will be useful not only for penetrating the markets but also for expanding existing international ventures. Sanjeev Nandwani, Additional DGFT and Zonal Development Commissioner for SEZ' (East and NE Region). 
  • The inputs that have been assimilated in the text shall undoubtedly lead the readers to the best understanding of the fundamentals required to be successful in the sphere of global marketing. 
  • By incorporating so many Indian cases and examples, the Indian marketing plane has been virtually linked to the difficult terrain of world marketing practices. It will, in fact, inculcate a new passion among potential Indian marketers aiming at globally acclaimed marketing practices. Dr P K Haldar, Professor and Immediate Past Head, Department of Commerce and Former Dean, Faculty of Arts and Commerce, Tripura University. The main USP of the book are the Indian case studies. 
  • Students and readers will definitely find Mahindra or Mirza case studies refreshing and relevant. This will help students who are pursuing international business course. Professor Subhrangshu Sekhar Sarkar, Dean, Management Studies Tezpur University, Assam. 
Contents: 

Chapter 1: Global Market Participation Decisions 

Chapter 2: Negotiating Cultural Factors 

Chapter 3: Negotiating Political-Legal Factors 

Chapter 4: Negotiating Economic Environment 

Chapter 5: Deciding on International Market Section 

Chapter 6: Deciding on Entry Modes 

Chapter 7: Deciding on Product 

Chapter 8: Deciding on Brand 

Chapter 9: Deciding on Pricing 

Chapter 10: Deciding on Distribution 

Chapter 11: Deciding on Global Promotion 

Chapter 12: Research Agenda in Cross-border Marketing 

Chapter 13: Organizing for Global Marketing

Book
Author Gautam Dutta
Pages 656
Year 2016
ISBN 9789332530355
Publisher Pearson
Language English
Uncategorized
Edition 1/e
Weight 2.5 kg
Dimensions 20.3 x 25.4 x 4.7 cm
Binding Paperback