Globle Marketing

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. Features: The opening vignettes are strategically placed to kindle curiosity in students and, more importantly, to create a learning focus. The end-of-chapter questions, exercises, references and further reading sections are intended to encourage the readers in their areas of interest. In addition to providing an in-depth understanding of global marketing, the book also suggests effective tools and techniques that budding managers can adopt in a global company set-up. Further, the book has been written keeping in mind the requirement of a teacher who is offering a three-credit course in global marketing where each chapter of the book can be considered as inputs for each session.