Coming soon
International Marketing Management
Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.
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Marketing concepts: Selling Vs. Marketing, Marketing mix (4 Ps of Marketing), Difference between International and Domestic marketing, International Marketing management orientation (EPRG). |
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International Marketing environment: Meaning, Types of environment-External and Internal. Environmental factors influencing international marketing practices. |
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International market segmentation: Definition, bases, essentials of effective segmentation, advantages. International Market targeting, International Market positioning |
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Foreign market selection: Process, Criteria for selection of target countries International Market entry modes: Exporting, licensing, franchising, Contract manufacturing, Assembly, Joint venture, Strategic alliance, Merger and acquisition. |
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International Product planning: Product concepts, levels, International Product Life Cycle (IPLC), process of new product development Branding: Concepts, advantages, trademark, service mark, brand familiarity levels |
- Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th edition
- Jain, Subhash C., International Marketing Management, CBS Publishers & Distributors, New Delhi..3rd edition
- Kotler, Philip and Keller, Kevin Lan, Marketing Management, Pearson Education (Singapore) Pvt Ltd., Indian branch, New Delhi, 12 edition
- OnkvisitSak& Shaw John J “International Marketing-Analysis and Strategy”. Prentice Hall Publishing House,New Delhi.3rd edition.
- Cateora Philip R & Graham John L , “International Marketing” .Irwin McGraw Hill, New Delhi
- Vasudeva P K, “ International Marketing”. Excel Books,New Delhi
- Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning, Implementation& Control, Macmillan India Ltd., New Delhi. 2nd edition.
