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.
Table of Content
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: Organising for Global Marketing "
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.
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 foor expanding existing international ventures.
Additonal DGFT & Zonal Development Commissioner for SEZ' (East & 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 & Immediate Past Head, Department of Commerce &
Former Dean, Faculty of Arts & 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 "