International Marketing, 6ed, ISV

Masaaki Kotabe

ISBN: 9788126557509

620 pages

INR 889

Description

International Marketing 6e prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.” Relevant to all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. 

Chapter 1 - Globalization Imperative

Chapter 2 - Economic Environment

Chapter 3 - Financial Environment

Chapter 4 - Global Cultural Environment and Buying Behavior

Chapter 5 - Political and Legal Environment

Chapter 6 - Global Marketing Research

Chapter 7 - Global Segmentation and Positioning

Chapter 8 - Global Marketing Strategies

Chapter 9 - Global Market Entry Strategies

Chapter 10 - Global Product Policy Decisions

Chapter 11 - Global Product Policy Decisions

Chapter 12 - Global Pricing

Chapter 13 - Global Communication Strategies

Chapter 14 - Sales Management

Chapter 15 - Global Logistics and Distribution

Chapter 16 - Export and Import Management

Chapter 17 - Planning, Organization, and Control of Global Marketing Operations

Chapter 18 - Marketing Strategies for Emerging Markets

Chapter 19 - Global Marketing and the Internet

Chapter 20 - Sustainable Marketing in the Global Marketplace

 

Cases

Subject Index

Author Index

Company Index