Global Marketing (Paperback)  | Released: July,2016

Global Marketing, explores the concept that in most countries around the world, there is a spurt of interest in the globalization of businesses, whether they are small or big. This trend is visible in developed as well as in developing nations. This book is an attempt to present the structure of global marketing from an Indian perspective in a cohesive and comprehensive manner. The cases discussed in the book depict the workings of Indian companies and the Indian market scenarios to help the students grasp the flavour of cross-border marketing. About the AuthorGautam Dutta is a Faculty Member in the Marketing Discipline at Indian Institute of Foreign Trade Delhi, Kolkata. Table of Contents: Chapter 1: Global Market Participation Decisions Chapter 2: Negotiating Cultural Factors Chapter 3: Negotiating Political-Legal Factors Chapter 4: Negotiating Economic Environment Chapter 5: Deciding on International Market Section Chapter 6: Deciding on Entry Modes Chapter 7: Deciding on Product Chapter 8: Deciding on Brand Chapter 9: Deciding on Pricing Chapter 10: Deciding on Distribution Chapter 11: Deciding on Global Promotion Chapter 12: Research Agenda in Cross-border Marketing Chapter 13: Organising for Global Marketing