Concepts, Importance, Need, Domestic vs. International Marketing, Opportunities and Challenges, Process of Internationalization, Management Orientations.
The Economic Environment, The Social and Cultural Environment – Political, Legal and Regulatory Environment, Technological Environment, Transnational Institutions Affecting World Trade
Market Entry and Expansion Strategies, Market Research, Understanding Global Customers, STP, Strategic planning.
Product Adaptation, Export Pricing Policy, Marketing Communication, Distribution Management
Issues : Product Management and Branding, Global Services, Global Pricing, Global Logistics Management, Global Promotion Strategies
Reference Book:
Francis Cherunilam ,International Business Environment, New Delhi: Tata McGraw Hill. 2. Warren J. Keegan, Global Marketing Management, New Delhi: Prentice-Hall India, 2006. 3. Johny K. Johansson, Global Marketing, New Delhi: Tata McGraw Hill, 2008. 4. P.K. Vasudeva, International Marketing, New Delhi: Excel Books, 2006.
Text Book:
Michael R.Czinkota and Ilkka A.Ronkainen, International Marketing, New Delhi: Thomson Southwestern, 2007.
