International marketing

By:

Kotabe, Masaaki,;Helsen, Kristiaan

Material type: Text

TextPublication details: New Delhi Wiley - India 2015Edition: 6th EdDescription: xxiv, 595 26 cm; pbkISBN:

9788126557509

Subject(s):

Marketing Export marketing

DDC classification:

658.848 KOT

Online resources:

Click here to access online

Contents:

• Globalization Imperative • Economic Environment • Financial Environment • Global Cultural Environment and Buying Behavior • Political and Legal Environment • Global Marketing Research • Global Segmentation and Positioning • Global Marketing Strategies • Global Market Entry Strategies • Global Product Policy Decisions • Global Product Policy Decisions • Global Pricing • Global Communication Strategies • Sales Management • Global Logistics and Distribution • Export and Import Management • Planning, Organization and Control of Global Marketing Operations • Marketing Strategies for Emerging Markets • Global Marketing and the Internet • Sustainable Marketing in the Global Marketplace

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.848 KOT (Browse shelf(Opens below))	Available		B2115

Gratis,Rs.789/-

• Globalization Imperative
• Economic Environment
• Financial Environment
• Global Cultural Environment and Buying Behavior
• Political and Legal Environment
• Global Marketing Research
• Global Segmentation and Positioning
• Global Marketing Strategies
• Global Market Entry Strategies
• Global Product Policy Decisions
• Global Product Policy Decisions
• Global Pricing
• Global Communication Strategies
• Sales Management
• Global Logistics and Distribution
• Export and Import Management
• Planning, Organization and Control of Global Marketing Operations
• Marketing Strategies for Emerging Markets
• Global Marketing and the Internet
• Sustainable Marketing in the Global Marketplace

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.

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