Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.
Marketing concepts: Selling Vs. Marketing, Marketing mix (4 Ps of Marketing), Difference between International and Domestic marketing, International Marketing management orientation (EPRG).
International Marketing environment: Meaning, Types of environment-External and Internal. Environmental factors influencing international marketing practices.
International market segmentation: Definition, bases, essentials of effective segmentation, advantages. International Market targeting, International Market positioning
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.
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
Links:
[1] https://foreigntrade.iisuniv.ac.in/courses/subjects/international-marketing-management-9
[2] https://foreigntrade.iisuniv.ac.in/academic-year/2016-2017