International Marketing Engelska 2004

The ongoing liberalization process has made it imperative for many Indian organizations to consider international marketing as a potential arena for economic growth. This book discusses all the major issues of export marketing, using examples drawn from the Indian business scene and analyses the concepts and theories which should enable the readers to come to their own strategic international marketing decisions. Organized into ten chapters, the book begins with the motivation for companies to move towards international marketing and dwells on its essential aspects such as trade theories, product policy and planning, advertising and *, and pricing and distribution in an easy, accessible style. It also details the institutional infrastructure available in India for export * and the procedures to be followed. The book has five case studies of reputed Indian companies that are in the thick of strategic change. Although the book is primarily intended for postgraduate students of management and commerce, it will also be highly motivating and useful for managers attending various management development programmes. he ongoing liberalization process has made it imperative for many Indian organizations to consider international marketing as a potential arena for economic growth. This book discusses all the major issues of export marketing, using examples drawn from the Indian business scene and analyses the concepts and theories which should enable the readers to come to their own strategic international marketing decisions. Organized into ten chapters, the book begins with the motivation for companies to move towards international marketing and dwells on its essential aspects such as trade theories, product policy and planning, advertising and *, and pricing and distribution in an easy, accessible style. It also details the institutional infrastructure available in India for export * and the procedures to be followed. The book has five case studies of reputed Indian companies that are in the thick of strategic change. Although the book is primarily intended for postgraduate students of management and commerce, it will also be highly motivating and useful for managers attending various management development programmes.