International Marketing Strategies

Paper Code: 
IBG 416
Credits: 
3
Contact Hours: 
45.00
10.00
Unit I: 
International Promotion Strategy

Advertisement, Personal Selling, E- Marketing, Trade Fairs and Exhibitions; Promotion Mix.

10.00
Unit II: 
Overseas Marketing Research

Meaning, Importance of Marketing Research for Foreign trade, Research process.

6.00
Unit III: 
International Market Segmentation

Definition, basis, essentials of effective segmentation and its advantages.
International market targeting and international market positioning

10.00
Unit IV: 
International Packaging

Concept, Importance, factors influencing packaging.
Personal Selling: Concept, Importance, Steps in sales force management.

9.00
Unit V: 
International Marketing Control

Concepts, Features, Design to Control, Process and Components.

Essential Readings: 

• Kothari Jain Mittal, International Marketing, RBD, Jaipur
• Rathore & Rathore, Export Marketing, Himalaya Publishing House, Mumbai
• Varshney R.L. and Bhattacharya, International Marketing Management

References: 

• Cherunilam Francis “International Business”, Tata McGraw-Hill Publishing Company Limited, new Delhi
• Parasram, Export: What, Where and How, Anupam Publishers
• P Subba Rao : International Business(Text and Cases) , Edition 4, Himalya Publication House, Mumbai

Academic Year: 
2017-2018
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