Global Marketing

Paper Code: 
EMI 424
Credits: 
4
Contact Hours: 
60.00
12.00
Unit I: 

Global Marketing : Nature, definition, and scope of global marketing; Domestic Marketing VS. International marketing: International Environment-external and internal.

12.00
Unit II: 

Identifying and Selecting Foreign Market : Foreign market entry mode decisions.

12.00
Unit III: 

Product Planning for International Market : Product designing; Standardization Vs adaptation; Branding, International price quotation and payment items

12.00
Unit IV: 

Promotion of product-Services abroad: Methods of international promotion; Direct Maul and sales literature; Advertising; Personal selling; Trade fairs and exhibitions.

12.00
Unit V: 

International Distribution: Distribution channels and logistics decisions; Selection and appointment of foreign sales agents.
 

References: 

Text Book:

  1. bhattacharya R.L. and Varshney B; International Marketing Management: Sultan Chand, New Delhi.
  2. Bhattacharya B Export Marketing Strategies for Success; Global press, New Delhi

Suggested readings:

  1. Keegan W.J: M ultinational Mrketing Management, Prentice Hall, New Delhi.
  2. Kriplani V : International Marketing; Prentice Hall, New Delho.
  3. Kotler Philip : Principles of Marketing, Prantice Hall, New Delhi
  4. Fayer Weather John: International Marketing; Prantice Hall NJ.
  5. Caterora P.M. and Keavanaya S.M. marketing in International Perspective; Enwin Homewood , Illinois
  6. Paliwala, Stanley J; Essence of International Marketing, Prentice Hall, New Delhi.