International Marketing Text and Cases
-- An Innovative approach through live cases
By Dr. Justin Paul and Ramneek Kapoor, Published by Tata McGraw-Hill, New Delhi 2008. Price 299.00 ISBN: 0070635889, www/mhhe.com/paul-kapoor
Justin Paul is author of three other books published by different publishers related to topics such as business environment, international business and export-import management. Ramneek Kapoor is one of the best selling authors of India on sales management. His book Fundamentals of Sales Management, Macmillan India 2005 has been a best seller consistently for last three years. Their latest book International Marketing Text and Cases has been finding acceptance in many universities abroad due to its simple and lucid style and live day to day references from the happenings around the world in international markets.
The authors have drawn upon their extensive industry and academic experience. The authors endeavor to present a new approach to international marketing written for and about the global markets.
The book is most valuable in its depth of discussion and focus on current developments and areas of interest in the international marketing as a subject. It helps the students develop a wider and deeper insight into the strategies of the multinational conglomerates and corporate in developing their global markets around the world. The book gives in detail analysis of market-entry modes with illustrative examples and cases. The book provides for several chapters that could be of interest to general business reader too. For example the chapter on International Culture is a treat to read as the reader gets familiarized with various aspects of cultural differences and nuances while doing business at the international level. Similarly the chapter on export –import documentation and procedures will be helpful to general exporters and importers besides giving a class room lecture to the students of International marketing.
The book also provides for the Cases at the end of the important chapters and at the end of the book along with Boxed exhibits of real-world examples, across the chapters. The authors have provided separate chapters on political and legal environment, enabling the students understand the international environment in the right perspective. Besides End-of-chapter review questions and end-of-book objective questions make it easy for the students to refresh their understanding the subject matter.
The book has primarily been written as a postgraduate text for the students of business management studies all overt the world .the book though will also attract wider readership as it communicates with the readers in a clear, concise style building up on the story of international marketing in an easy-to-follow progression in chapters appearing one after the other sequentially. All the eighteen chapters are of great and relevant interest to international marketing students, professionals, strategists and export import managers, who want to expand on the global opportunities for their organizations.
The book in its first chapter Concept and Process of International Marketing draws a background of significant events and trends from a historical perspective before turning attention to concepts and process of international marketing.
Chapter 2 WTO and Implications on International Marketing examines in detail the impact of WTO decisions on the international trade and marketing of nations.
The next two chapters Emerging Trends and Internationalization of Firms
and Country Analysis, Selection, Market Size and Marketing Mix discuss and dissect the important trends that have influenced international companies’ strategies, perceptions, and decision making in selecting .the authors highlight the emerging trends and demonstrates effective methods for implementation the concepts of marketing mix at the international levels.
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