Description

About the Book

The second edition of International Marketing Management provides theoretical analysis as well as practical applications of international marketing and trade for graduate and postgraduate students who wish to make their career in international business. This book presents a balanced approach between an outside/in and inside/out marketing perspective. The book describes the marketing mix from an international perspective. Some of its key features of this book have been mentioned below:

•  An analysis of international trade, economic free trade zones, embargoes on exports, and the tariff and non-tariff barriers that companies face.
• Process of international market entry strategies, marketing environment, and multiple channels of distribution.
•  The role of international organisations under the aegis of the United Nations in international marketing.
• The challenges of international logistics in competitive international marketing.
• Environmental influences on product, pricing and promotion decisions
• The systems and the forms used in international marketing in India.

This book will help students and teachers to enrich their knowledge about the current approach being used in international marketing and trade.

About the Authors

F.L. Bascunan is an Associate Professor of Management in Odette School of Business, University of Windsor. Her research interests integrate marketing, strategy, organizational behavior and entrepreneurship. Her research is an intersection of different research fields, and she strongly believes there is a need of significant contribution to a cross-boundary knowledge-building approach. For example, entrepreneurial and marketing strategy literature is dominated by organizational level theory, and can be enriched by the integration of individual and interpersonal knowledge. Furthermore, she is interested in the management problem of how individual employees influence the successful development and implementation of a strategic orientation.

Dr P. V. Khatri is M.Com., MBA, LL.B. and Ph.D   from University of Delhi. His areas of interest include Law, Marketing and HRM. Having authored eight books, he has published number of research paper in various journals. He has been a Professor and Director of Delhi College of Advance Studies, affiliated with Guru Gobind Singh Indraprastha University, New Delhi. He is on the Editorial Board of various journals. Besides being an Associate Professor, in Deptt. of Commerce, Swami Shraddhanand College, University of Delhi, he is also a visiting Professor in Indian Law Institute and different Business Schools.

Ms. Rashmi is BE (Information Technology) from Delhi College of Engineering, University of Delhi, PGDM from Indian Institute of Management, Kozhikode, Kerala and Junior Research Fellow, University Grants Commission, New Delhi. Her areas of research interest include Marketing, International Business, Corporate Governance, Ethics & Corporate Social Responsibility; Organisational Behaviour and Human Resource Management. She is a Faculty member with Department of Management Studies, College of Vocational Studies, University of  Delhi.