The book caters to undergraduate and graduate students in management schools in India and most Asian and Latin American universities for core or elective paper, and will also prove useful to them as practising managers since it develops new concepts derived from managerial applications discussed in the cases.

Major topics covered in the book are framework of international marketing, international business finance, environmental factors affecting international marketing (social, legal, economic, political and technological), international marketing-mix (product, price, place and promotion), international marketing research, strategies, decisions, organizations, negotiations, modes of entry into international markets, and trade in emerging markets.

It presents marketing strategies with a cross-functional approach to global business operations and is unshackled by the traditional views of competition and marketing. Amidst conceptual discussions it illustrates management situations, is application-oriented and focused on learning through experience. It integrates major marketing paradigms and frameworks underpinning the associated managerial applications. Discussions are designed to arouse curiosity in global marketing functions acclimatizing the reader for increasingly competitive environment to become an effective manager. Additional managerial discussions are laid out in “Focus on International Marketing” boxes. Learning Activities to be carried out in groups have been listed at the end of each chapter along with those aimed at the instructor.

Distinguishing Features of the Book:

• Short and contemporary contextual examples from business houses
• Focus on the strategy employed in various marketing situations to enhance contextual knowledge and arouse interest in the subject
• Comprehensive cases at the end of chapters in order to enhance application skills
• A contemporary commentary on political thinking on the globalization issues
• Tailor-made for the length of semesters