000			03640nam a22002537a 4500
005			20250103110414.0
008			250103b |||||||| |||| 00| 0 eng d
020			_a9789354243370
082			_a658.84 _bKOT
100			_aKotabe, Masaaki _915020
245			_aInternational marketing
250			_a8th
260			_bWiley India Pvt. Ltd. _aNew Delhi _c2021
300			_axxxii, 721 p.
365			_aINR _b999.00
500			_aTable 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]
520			_aInternational 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)
650			_aExport marketing _95939
650			_aInternational business enterprises
650			_aIntercultural communication
700			_aHelsen, Kristiaan _920075
700			_aMaheshwari, Prateek _920076
942			_cBK _2ddc
999			_c8107 _d8107