International Marketing (Book Review)
Rakesh Mohan Joshi* (Indian Institute of Foreign Trade )
Download Article | Published On 01/02/2006

Abstract

This book has seventeen chapters which lucidly deal with the following topics: learning objectives, core international marketing concepts like identification of emerging marketing opportunities, scanning the international economic_ environment, market research leading to decision making process of identification, segmentation and selection of international markets, product strategy, building brands, channels of international distribution to mention only a few. Another added feature of the book is its emphasis on case studies and mini-cases, which are not only strong and engaging but deal with real life marketing situations in India and other developing countries. Besides, each chapter contains review questions that help students toreĀ­ visit the main concepts. A free CD-ROM attached to the book contains select forms of international trade transactions. Additionally, a manual that provides notes covering the teaching of international marketing and solutions, review questions, project assignments and case study questions, will be made available to instructors on demand. This book is not only useful for MB students as a basic textbook, but also it is an excellent reference book for professionals and firms seeking to expand their current businesses globally

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