This well-established book, now in its Fourth Edition, provides the latest information and data on International Marketing with emphasis on the Indian context. Retaining all the strengths of the previous editions, the new edition includes significant updates in the case studies, namely,
• Infosys Technologies Limited
• SAP India
• Global Marketing in Wipro—Growing in Strength
• I-Flex Solutions (Currently Oracle Financial Software Solutions)
• Ace Designers
• Gillette India
• Mysore Sales International Limited
These case studies presenting the facts and data explicitly, familiarise the readers with the latest developments and changing scenario of international marketing.
Now, the text highlights a wide variety of aspects relating to the business environment, with specific focus on competition, product development, market strategy and international business.
Primarily intended for postgraduate students of management, the book would also greatly benefit managers attending various management programmes.
About the Author
R. SRINIVASAN (Fellow, IIM Bangalore) is Professor, Department of Management Studies, Indian Institute of Science (IISc.), Bangalore. He had his post-doctoral training at the University of Leeds (UK). Professor Srinivasan has more than 33 years of experience with premier institutions such as IISc., Administrative Staff College of India, Hyderabad, and NITIE, Mumbai. He has served with distinction in reputed organisations like Tata Consulting Engineers and Indian Telephone Industries. He is a recipient of the International Statistical Institute Awards (1983) and the Colombo Plan Award (1989).
Professor Srinivasan has to his credit more than 150 articles in leading international and national journals. He has authored six well-established books, four from PHI Learning including the present book: Case Studies in Marketing—The Indian Context, 6th ed.; International Marketing, 6th ed., Strategic Management—The Indian Context, 5th ed., Services Marketing—The Indian Context, 4th ed.
Table of Contents:
Preface • Preface to the First Edition 1. Basic Concepts of International Marketing 2. Trade Theories, Export Promotion and Marketing 3. Environment of International Business 4. Consumer Behaviour 5. Product Policy and Planning 6. Advertising and Promotion 7. Pricing 8. Distribution 9. International Market Selection, Research, Planning and Control 10. Other Topics of Interest 11. International Business Risks 12. International Marketing Strategies
CASE STUDIES—Introduction to Case Analysis Case 1: Infosys Technologies Limited Case 2: SAP India Case 3: Global Marketing in Wipro—Growing in Strength Case 4: I-Flex Solutions (Currently Oracle Financial Software Solutions) Case 5: Ace Designers Case 6: Gillette India Case 7: Mysore Sales International Limited Appendix I: Indian Institutions for Export Promotion Appendix II: Documentation and Procedures for Export Index
