Description
Book SynopsisThe second edition of International Marketing serves as a textbook for an introductory course on international marketing.
Table of ContentsINTERNATIONAL MARKETING 2E-DETAILED TABLE OF CONTENTS ; Preface ; PART I: DECISION TO INTERNATIONALISE ; THE CONCEPT OF INTERNATIONAL MARKETING ; Introduction ; Globalization ; The Concept of International Marketing ; Evolutionary Process of Global Marketing ; Towards GLOCAL Marketing ; Adaptation: The Critical Success Factor in International Markets ; Theories of International Trade ; Internationalization of Indian Firms ; Framework of International Marketing ; Case Study: Essel Propack: The World's Largest Manufacturer of Laminated Tubes ; PART II: SCANNING INTERNATIONAL MARKETING ENVIRONMENT ; 2. SCANNING THE INTERNATIONAL ECONOMIC ENVIRONMENT ; Introduction ; International Economic Institutions ; Conceptual Framework of International Economic Integration ; Growth of Regional Trading Agreements (RTAs) ; India's Participation in RTAs ; RTA's under the WTO: The Multilateral Trading System ; Case Study:Emerging Marketing Opportunities and BRICS ; 3. WORLD TRADE ORGANIZATION: INTERNATIONAL MARKETING IMPLICATIONS ; Introduction ; From GATT to WTO ; Functions and structure of WTO ; Principles of Multilateral Trading System under the WTO ; WTO Agreements: an Overview ; Standards and Safety Measures for International Markets ; Settlement of International Trade Disputes ; Effect of China's Entry into WTO on India ; The Implications of WTO on International Marketing ; Case Study:Darjeeling Tea: Global Infringement and WTO ; 4. INTERNATIONAL POLITICAL AND LEGAL ENVIRONMENT ; Introduction ; International political environment ; International Political Systems and Ideologies ; Types of government: political systems ; Types of government: structure ; Commonwealth countries ; Monarchies ; Theocracy ; Trade embargos and sanction ; Bureaucracy ; Terrorism, crime, and violence ; International legal environment ; Judicial independence and efficiency ; International legal systems ; Principles of international law ; United Nations Commission of International Trade Law (UNCITRAL) ; Case Study: Homologation of "Motor vehicles" in international markets ; 5. INTERNATIONAL CULTURAL ENVIRONMENT ; Introduction ; The concept of culture ; Cultural globalization ; Comparison of cross cultural behaviour ; Cultural orientation in international marketing ; Self-reference criterion and ethnocentrism: Major obstacles in international marketing decisions ; Case Study: Cross-cultural misapprehensions over the Swastika in the West ; PART III: MARKET IDENTIFICATION, EVALUATION AND SELECTION ; 6. INTERNATIONAL MARKETING RESEARCH ; Introduction ; International Marketing Research ; Emic vs Etic Dilemma in International Marketing Research ; International Marketing Research and Human Judgment ; 7. EXPLORING INTERNATIONAL TRADE OPPORTUNITIES ; Introduction ; Background of International Trade ; Trends in World Trade ; Composition of World Trade ; Direction of World Trade ; World Trade Outlook ; An Overview of India's Foreign Trade ; India's Growth of Exports in International Markets vis-a-vis ; Select Asian Countries ; Identifying Opportunities in International Markets ; Case Study: Emerging opportunities in international dairy trade and India 8. Identification, segmentation, and targeting of international markets ; Introduction ; Identification of International Markets ; Segmentation of International Markets ; Selection of International Markets ; Tools for International Market Analysis ; Case Study: Identifying International Marketing Opportunities in Medical Services ; PART IV: ENTRY MODE DECISIONS ; 9. ENTERING INTERNATIONAL MARKETS ; Introduction ; The Concept of International Market Entry ; The Modes of International Market Entry ; Factors Affecting the Selection of Entry Mode ; Choosing the Right International Market Entry Mix ; PART V: MARKETING MIX DECISIONS: ; 10. PRODUCT STRATEGY FOR INTERNATIONAL MARKETS ; Introduction ; Standardization vs. Adaptation in International Markets ; Voluntary factors influencing Product Adaptation in International Markets ; Trade-off Strategy between Product Standardization and Adaptation ; Product Quality Decisions for International Markets ; Packaging and Labeling for International Markets ; Product Launch for International Markets ; Product Life Cycle in International Markets ; International Product Strategy ; Product-Promotion Strategies for International Markets ; 11. BUILDING BRANDS IN INTERNATIONAL MARKETS ; Introduction ; Types of brands ; Benefits of Branding ; Selecting Brand Name for International Marketing ; Brand Image ; Brand Equity ; Brand Identity ; Brand Essence ; Brand Positioning ; Brand Revitalization ; Strategies for Building Brands ; Strategy for Building Global Brands ; Life Cycle Concept and Product Categories ; Life Cycle Concept and Brand ; International Branding Strategy ; Case Study: Building Formidable Indian Brands in Diamond Jewellery ; 12. PRICING DECISIONS FOR INTERNATIONAL MARKETS ; Introduction ; Pricing Decisions ; Pricing Approaches for International Markets ; Factors Influencing Pricing Decisions in International Markets ; Terms of Delivery in International Transactions ; Dumping ; Counter Trade ; Transfer Pricing in International Markets ; Grey Marketing ; Case Study: Pricing medicines: profits, patents, and poor customers ; 13. International Distribution ; Introduction ; Channels of International Distribution ; Selecting Channels of International Distribution ; Types of International Distribution Channels ; Indirect Channels ; Direct Channels ; Market Intermediaries ; Structure of Distribution Channels in International Markets ; International Retailing ; International Franchising ; International Retailing and Private Labels ; Case Study: Channels of International Distribution for Floriculture ; 14. COMMUNICATION DECISIONS FOR INTERNATIONAL MARKETS ; Introduction ; Consumer Response Hierarchy Models ; Process of International Marketing Communication ; Marketing Communication Strategies ; Tools for International Marketing Communication ; Factors Influencing International Communication Decisions ; Framework for International Product-Promotion Strategies ; PART VI: EXPORT IMPORT MANAGEMENT ; 15. INSTITUTIONAL INFRASTRUCTURE FOR EXPORT PROMOTION ; The Concept of Export Promotion ; Role of Export Promotion Institutions in International Marketing ; Institutional set-up for Export Promotion in India ; Indian Government's Trade Representative Abroad ; States' Involvement In Promoting Exports ; Export Promotion: Need for Strategic Reorientation ; 16. FRAMEWORK OF INTERNATIONAL TRADE POLICY ; Introduction ; India's Export-Import (Exim) Policy ; Import Prohibitions and Restrictions ; Export Prohibitions and Restrictions ; Export Promotion Schemes and Incentives ; Creation of Enclaves for Export Production and Promotion ; Inland Container Depots (ICD) and Container Freight Stations (CFS) ; Export-Oriented Units (EOU), Software Technology Parks (STP), and Electronic Hardware Technology Parks (EHTP) ; Export Houses/ Trading Houses/ Star Trading Houses/ Superstar Trading Houses ; Market Development Assistance (MDA) ; Market Access Initiative (MAI) ; India Brand Equity Fund (IBEF Trust) ; Policy Initiatives and Incentives by the State Governments ; WTO and India's Export Promotion Measures ; 17. EXPORT PROCEDURE AND DOCUMENTATION ; Introduction ; Export Documentation ; Commercial Documents ; Regulatory Documents ; Procedure for Export-Import ; Electronic Processing of Export Documents ; Case Study: Examining a letter of credit ; 18. TRADE LOGISTICS AND INTERNATIONAL SHIPPING ; International Logistics ; Logistics and the Value Chain Concept ; Managing International Logistics ; India's International Shipping Activities ; 19. MODES OF PAYMENT AND INTERNATIONAL TRADE FINANCE ; Terms of Payment in International Transactions ; Types of Credit According to Methods of Payments ; Availability of Credit ; Introduction ; Export Finance ; Export Credit in Foreign Currency ; Factoring ; Forfaiting ; Financing to Overseas Importers ; Case Study: Exim Bank's credit to facilitate imports from India ; 20. MANAGING RISKS IN INTERNATIONAL TRADE ; Risks in International Transactions ; Measuring International Business Risks ; Managing Risks in International Trade ; Principal Credit Insurance Policies ; WTO Compatibility of India's Trade Finance and Insurance Schemes ; PART VII: IMPLEMENTATION, REVIEW AND CONSOLIDATION OF INTERNATIONAL MARKETING OPERATIONS ; 21. GLOBAL E-MARKETING ; Introduction ; Conceptual framework for e-marketing ; E-marketing technology and environment ; Prerequisites for effective e-marketing transactions ; Global e-marketing ; Global e-marketing of services ; E-marketing models ; Alternative e-marketing strategies ; E-marketing enabled process transformations and challenges ; Impact of ICT on new products and services ; Impact of ICT on new products and services ; Emergence of reverse marketing ; Policy framework and ICT laws for global e-marketing ; 22. GLOBAL E-MARKETING ; Introduction ; Emerging issues in international marketing ; Ethical issues in international marketing ; Growing significance of emerging economies in international marketing ; India: emerges at the global stage ; ANNEXURES
