International Marketing

Voorkant
Excel Books India, 2009 - 266 pagina's
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This book is going to be a trendsetter in the field of international marketing. It is a storehouse of the latest developments in international marketing from a unique Indian perspective. With a lot of contemporary cases (up to early 2008) that cover issues related to organizational and marketing strategy, including sensing opportunity and fulfilling global ambitions, it is an exciting new addition to the options avilable to an Indian business school professor.
 

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Inhoudsopgave

Entry Options into Foreign Markets
24
Entry Strategies
25
High Risk Entry Strategy
30
Questions for Discussion
37
Challenges in International Marketing
39
Segmentation and Product Market Strategy 5 1
51
Branding Internationally
83
Pricing Internationally
107
Quality is the Mantra
187
Cognizant Technologies
193
Indian Lingerie Goes Global
197
Designer Brand Flying High
203
A Tale of Scale and Innovation
209
Indian Pharma Goes Global
215
Building Global Mind Share
221
Globalisation
225

International Promotions
113
International Distribution
125
Organisation and Control
135
Organisation and Control
137
A Longterm StrategyFirmness of Goals and Flexibility of Mind
143
CASE STUDIES
165
Decorating the World
167
Biocon India Ltd
173
Products for Profit
179
Indus Fila Success Story
183
The Case of Diesel Engines Limited
231
The Case of Lavanya Gears
233
The Crescent Valve Case
235
Export Marketing
239
Export of AC Motors to Australia
243
Powering the World on Wind Energy
247
Cyber Tutors from India
255
Cushion Comfort
259
Index
263
Copyright

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