International marketing

Table of content:
1 Globalization Imperative

Why Global Marketing Is Imperative
Major Trends Affecting Global Business Environment Today
The Fluid Nature of Global Competition
Globalization of Markets: Convergence and Divergence
Evolution of Global Marketing
Challenges and Scope of Global Marketing
The Driving and Restraining Forces
2 Global Economic and Financial Environment

Intertwined World Economy
Country Competitiveness
Emerging Economies
Evolution of Cooperative Global Trade Agreements
Information Technology and the Changing Nature of Competition
Regional Economic Arrangements
Multinational Corporations
Historical Role of the U.S. Dollar
Development of Today’s International Monetary System
Foreign Exchange and Foreign Exchange Rates
Balance of Payments
Economic and Financial Turmoil Around the World
Marketing in the Euro Area
3 Global Cultural Environment and Buying Behavior

Meaning of Culture
Elements of Culture
Cross‐Cultural Comparisons
Adapting to Cultures
Culture and the Marketing Mix
COVID-19: Changing Consumer Behavior and Marketing Implications
Marketing Failures Due to Cultural Mistakes
4 Political and Legal Environment

Political Environment—Individual Governments
Various Political Systems and Their Impact on Business Environment
Political Environment—Social Pressures and Political Risk
Terrorism and The World Economy
International Agreements
International Law and Local Legal Environment
Global Legal Systems and Differences
Issues Transcending National Boundaries
5 Global Marketing Research

Research Problem Formulation
Secondary Global Marketing Research
Primary Global Marketing Research
Leveraging the Internet for Global Market Research Studies
Market Size Assessment
New Market Information Technologies
Marketing Intelligence for the International Market
Managing Global Marketing Research
6 Global Segmentation and Positioning

Reasons for International Market Segmentation
International Market Segmentation Approaches
Segmentation Scenarios
Bases for International Market Segmentation
International Positioning Strategies
Global, Foreign
[https://www.wileyindia.com/international-marketing-8ed-an-indian-adaptation.html]

International Marketing, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The authors provide relevant historical background and offer logical explanations of current trends based on information from marketing executives and academic researchers around the world.
(https://www.wileyindia.com/international-marketing-8ed-an-indian-adaptation.html)