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Cover

International Marketing

Second Edition

Dr. Rakesh Mohan Joshi

November 2014

ISBN: 9780198077022

816 pages
Paperback
246x189mm

Price: £19.99

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Description

The second edition of International Marketing serves as a textbook for an introductory course on international marketing.

  • Provides a thorough understanding of the basic concepts of international marketing
  • Includes topics such as international political and legal environment, international cultural environment, trade logistics and international shipping, and managing risks in international trade
  • Includes pedagogical features such as exhibits, end-chapter questions and problems, project assignments, key terms, and a recapitulation of the topics covered
  • New to this edition
  • New chapters on international political and legal environment, international cultural environment, and trade logistics and international shipping
  • New sections such as international logistics, India's international shipping activities, terms of payments in international transactions, types of credit according to methods of payments, availability of credit, WTO compatibility of India's trade finance and insurance schemes, ICT revolutionizes marketing of services, and India's competitiveness and ICT
  • Improved explanations and coverage
  • New examples
  • New illustrations

About the Author(s)

Dr. Rakesh Mohan Joshi, RMJ: Indian Institute of Foreign Trade, New Delhi

Rakesh Mohan Joshi, is presently Professor, International Business and International Marketing, at Indian Institute of Foreign Trade, New Delhi. Dr Joshi has over two decades of teaching, consultancy, and training experience in international trade and marketing of commodities from developing countries and has been associated with multilateral organizations, such as the World Bank and the Asian Development Bank. He has authored numerous research papers in leading journals and is the author of International Business (OUP, 2009).

Table of Contents

    International 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-à-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

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