Coming soon
International Marketing Management
Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.
International Marketing concepts: meaning, nature, scope, importance, problems & challenges, , Marketing mix (9 Ps of Marketing), Difference between International and Domestic marketing, International Marketing management orientation (EPRG).
International Marketing environment: Meaning, Types of environment-External and Internal. Environmental factors influencing international marketing practices. Millennial Marketing – Concept & Strategies
International market segmentation: Definition, bases, essentials of effective segmentation, advantages.
International Market targeting, International Market positioning
Foreign market selection: Process, Criteria for selection of target countries
International Market entry modes: Exporting, licensing, franchising, Contract manufacturing, Assembly, Joint venture, Strategic alliance, Merger and acquisition.
International Product planning: Product concepts, levels, International Product Life Cycle (IPLC), process of new product development
Branding: Concepts, advantages, trademark, service mark, brand familiarity levels
• Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th edition
• Jain, Subhash C., International Marketing Management, CBS Publishers & Distributors, New Delhi..3rd edition
• Kotler, Philip and Keller, Kevin Lan, Marketing Management, Pearson Education (Singapore) Pvt Ltd., Indian branch, New Delhi, 12 edition
• OnkvisitSak& Shaw John J “International Marketing-Analysis and Strategy”. Prentice Hall Publishing House,New Delhi.3rd edition.
• Cateora Philip R & Graham John L , “International Marketing” .Irwin McGraw Hill, New Delhi
• Vasudeva P K, “ International Marketing”. Excel Books,New Delhi
• Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning, Implementation& Control, Macmillan India Ltd., New Delhi. 2nd edition.
