International Marketing, 8ed (An Indian Adaptation)

Masaaki (Mike) Kotabe , Kristiaan Helsen, Prateek Maheshwari

ISBN: 9789354243370

780 pages

INR 879


International Marketing, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The authors provide relevant historical background and offer logical explanations of current trends based on information from marketing executives and academic researchers around the world.


1 Globalization Imperative

  • Why Global Marketing Is Imperative
  • Major Trends Affecting Global Business Environment Today
  • The Fluid Nature of Global Competition
  • Globalization of Markets: Convergence and Divergence
  • Evolution of Global Marketing
  • Challenges and Scope of Global Marketing
  • The Driving and Restraining Forces


2 Global Economic and Financial Environment

  • Intertwined World Economy
  • Country Competitiveness
  • Emerging Economies
  • Evolution of Cooperative Global Trade Agreements
  • Information Technology and the Changing Nature of Competition
  • Regional Economic Arrangements
  • Multinational Corporations
  • Historical Role of the U.S. Dollar
  • Development of Today’s International Monetary System
  • Foreign Exchange and Foreign Exchange Rates
  • Balance of Payments
  • Economic and Financial Turmoil Around the World
  • Marketing in the Euro Area


3 Global Cultural Environment and Buying Behavior

  • Meaning of Culture
  • Elements of Culture
  • Cross‐Cultural Comparisons
  • Adapting to Cultures
  • Culture and the Marketing Mix
  • COVID-19: Changing Consumer Behavior and Marketing Implications
  • Marketing Failures Due to Cultural Mistakes


4 Political and Legal Environment

  • Political Environment—Individual Governments
  • Various Political Systems and Their Impact on Business Environment
  • Political Environment—Social Pressures and Political Risk
  • Terrorism and The World Economy
  • International Agreements
  • International Law and Local Legal Environment
  • Global Legal Systems and Differences
  • Issues Transcending National Boundaries


5 Global Marketing Research

  • Research Problem Formulation
  • Secondary Global Marketing Research
  • Primary Global Marketing Research
  • Leveraging the Internet for Global Market Research Studies
  • Market Size Assessment
  • New Market Information Technologies
  • Marketing Intelligence for the International Market
  • Managing Global Marketing Research


6 Global Segmentation and Positioning

  • Reasons for International Market Segmentation
  • International Market Segmentation Approaches
  • Segmentation Scenarios
  • Bases for International Market Segmentation
  • International Positioning Strategies
  • Global, Foreign, and Local Consumer Culture Positioning
  • Co-Branding in an International Marketing Context


7 Global Marketing Strategies

  • Information Technology and Global Competition
  • Global Strategy
  • Global Marketing Strategy
  • R&D, Operations, and Marketing Interfaces
  • Regionalization of Global Marketing Strategy
  • Competitive Analysis
  • Strategic Tools for Global Marketing


8 Global Market Entry Strategies

  • Country Selection
  • Scale of Entry
  • Choosing the Mode of Entry
  • Exporting
  • Licensing
  • Franchising
  • Expanding through Joint Ventures and Alliances
  • Drivers behind Successful International Joint Ventures
  • Wholly Owned Subsidiaries
  • Dynamics of Entry Strategies
  • Timing of Entry
  • Exit Strategies


9 Global Product Policy Decisions I: Developing New Products for Global Markets

  • Standardization versus Customization
  • Multinational Diffusion
  • Developing New Products in the Global Marketplace
  • Truly Global Product Development


10 Global Product Policy Decisions II: Marketing Products and Services

  • Global Branding Strategies
  • Management of Multinational Product Lines
  • Product Piracy
  • Country‐of‐Origin (COO) Effects
  • Global Marketing of Services


11 Global Pricing

  • Drivers of Foreign Market Pricing
  • Managing Price Escalation
  • Pricing in Inflationary Environments
  • Global Pricing, Currency Fluctuations, and Tariffs
  • Transfer Pricing
  • Global Pricing and Antidumping Regulation
  • Price Coordination


12 Global Communication Strategies

  • Global Advertising and Culture
  • Setting the Global Advertising Budget
  • Creative Strategy
  • Global Media Decisions
  • Advertising Regulations
  • Choosing an Advertising Agency
  • Advertising Failures at the Global Level
  • Other Communication Platforms
  • Globally Integrated Marketing Communications (GIMC)


13 Sales Management

  • Market Entry Options and Salesforce Strategy
  • Types of Selling
  • Cultural Considerations
  • Impact of Culture on Sales Management and Personal Selling Process
  • Leveraging Digital Technologies for Selling
  • Cross‐Cultural Negotiations
  • Expatriates


14 Global Logistics and Distribution

  • Definition of Global Logistics
  • Managing Physical Distribution
  • Managing Sourcing Strategy
  • Free Trade Zones
  • International Distribution Channel


15 Export and Import Management

  • Organizing for Exports
  • Indirect Exporting
  • Direct Exporting
  • Mechanics of Exporting
  • Role of the Government in Promoting Exports
  • India’s Exports: New Opportunities and Challenges
  • Export Oriented Policies of India
  • Managing Imports—The Other Side of the Coin
  • Mechanics of Importing
  • Gray Markets


16 Planning, Organization, and Control of Global Marketing Operations

  • Global Strategic Marketing Planning
  • Key Criteria in Global Organizational Design
  • Organizational Design Options
  • Organizing for Global Brand Management
  • Life Cycle of Organizational Structures
  • Control of Global Marketing Efforts


17 Marketing Strategies for Emerging Markets

  • Emerging Markets
  • Competing with the New Champions
  • Targeting/Positioning Strategies in Emerging Markets—BOP or no BOP?
  • Entry Strategies for Emerging Markets
  • Product Policy
  • Pricing Strategy
  • The Distribution Challenge
  • Communication Strategies for Emerging Markets


18 Global Marketing and the Internet

  • Barriers to Global Internet Marketing
  • Global Internet Consumers
  • Digital Transformation and its Strategies
  • Digital Marketing Tools and Strategies
  • Globally Integrated versus Locally Responsive Internet Marketing Strategies
  • The Internet and Global Product Policy
  • Web‐Based Global New Product Development
  • Global Pricing and the Web
  • Global Distribution Strategies and the Internet
  • The Role of the Internet for Global Communication Strategies
  • Uberization and Emerging Business Formats


19 Sustainable Marketing in the Global Marketplace

  • Global Corporate Citizenship
  • CSR Related Rules and Compliances in India
  • Major Areas of CSR
  • Marketing and Branding through CSR
  • The Case for Sustainability
  • Challenges for Sustainability Strategies
  • Sustainable Marketing and Global Consumers
  • Developing and Implementing a Sustainable Strategy
  • Global Stakeholder Engagement Programs
  • Sustainable Marketing Mix Policy for the Global Marketplace
  • Crisis Management and Consumer Boycotts



Key Terms

Review Questions

Discussion Questions

Further Reading

Subject Index

Name Index

Company Index



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