International Marketing

Rakesh Mohan Joshi, is presently Professor, International Business and International Marketing, at Indian Institute of Foreign Trade, New Delhi. Dr Joshi has over two decades of teaching, consultancy, and training experience in international trade and marketing of commodities from developing countries and has been associated with multilateral organizations, such as the World Bank and the Asian Development Bank. He has authored numerous research papers in leading journals and is the author of International Business (OUP, 2009).

• INTERNATIONAL MARKETING 2E-DETAILED TABLE OF CONTENTS ; Preface ; PART I: DECISION TO INTERNATIONALISE ; THE CONCEPT OF INTERNATIONAL MARKETING ; Introduction ; Globalization ; The Concept of International Marketing ; Evolutionary Process of Global Marketing ; Towards GLOCAL Marketing ; Adaptation: The Critical Success Factor in International Markets ; Theories of International Trade ; Internationalization of Indian Firms ; Framework of International Marketing ; Case Study: Essel Propack: The World's Largest Manufacturer of Laminated Tubes ; PART II: SCANNING INTERNATIONAL MARKETING ENVIRONMENT ; 2. SCANNING THE INTERNATIONAL ECONOMIC ENVIRONMENT ; Introduction ; International Economic Institutions ; Conceptual Framework of International Economic Integration ; Growth of Regional Trading Agreements (RTAs) ; India's Participation in RTAs ; RTA's under the WTO: The Multilateral Trading System ; Case Study:Emerging Marketing Opportunities and BRICS ; 3. WORLD TRADE ORGANIZATION: INTERNATIONAL MARKETING IMPLICATIONS ; Introduction ; From GATT to WTO ; Functions and structure of WTO ; Principles of Multilateral Trading System under the WTO ; WTO Agreements: an Overview ; Standards and Safety Measures for International Markets ; Settlement of International Trade Disputes ; Effect of China's Entry into WTO on India ; The Implications of WTO on International Marketing ; Case Study:Darjeeling Tea: Global Infringement and WTO ; 4. INTERNATIONAL POLITICAL AND LEGAL ENVIRONMENT ; Introduction ; International political environment ; International Political Systems and Ideologies ; Types of government: political systems ; Types of government: structure ; Commonwealth countries ; Monarchies ; Theocracy ; Trade embargos and sanction ; Bureaucracy ; Terrorism, crime, and violence ; International legal environment ; Judicial independence and efficiency ; International legal systems ; Principles of international law ; United Nations Commission of International Trade Law (UNCITRAL) ; Case Study: Homologation of "Motor vehicles" in international markets ; 5. INTERNATIONAL CULTURAL ENVIRONMENT ; Introduction ; The concept of culture ; Cultural globalization ; Comparison of cross cultural behaviour ; Cultural orientation in international marketing ; Self-reference criterion and ethnocentrism: Major obstacles in international marketing decisions ; Case Study: Cross-cultural misapprehensions over the Swastika in the West ; PART III: MARKET IDENTIFICATION, EVALUATION AND SELECTION ; 6. INTERNATIONAL MARKETING RESEARCH ; Introduction ; International Marketing Research ; Emic vs Etic Dilemma in International Marketing Research ; International Marketing Research and Human Judgment ; 7. EXPLORING INTERNATIONAL TRADE OPPORTUNITIES ; Introduction ; Background of International Trade ; Trends in World Trade ; Composition of World Trade ; Direction of World Trade ; World Trade Outlook ; An Overview of India's Foreign Trade ; India's Growth of Exports in International Markets vis-a-vis ; Select Asian Countries ; Identifying Opportunities in International Markets ; Case Study: Emerging opportunities in international dairy trade and India 8. Identification, segmentation, and targeting of international markets ; Introduction ; Identification of International Markets ; Segmentation of International Markets ; Selection of International Markets ; Tools for International Market Analysis ; Case Study: Identifying International Marketing Opportunities in Medical Services ; PART IV: ENTRY MODE DECISIONS ; 9. ENTERING INTERNATIONAL MARKETS ; Introduction ; The Concept of International Market Entry ; The Modes of International Market Entry ; Factors Affecting the Selection of Entry Mode ; Choosing the Right International Market Entry Mix ; PART V: MARKETING MIX DECISIONS: ; 10. PRODUCT STRATEGY FOR INTERNATIONAL MARKETS ; Introduction ; Standardization vs. Adaptation in International Markets ; Voluntary factors influencing Product Adaptation in International Markets ; Trade-off Strategy between Product Standardization and Adaptation ; Product Quality Decisions for International Markets ; Packaging and Labeling for International Markets ; Product Launch for International Markets ; Product Life Cycle in International Markets ; International Product Strategy ; Product-Promotion Strategies for International Markets ; 11. BUILDING BRANDS IN INTERNATIONAL MARKETS ; Introduction ; Types of brands ; Benefits of Branding ; Selecting Brand Name for International Marketing ; Brand Image ; Brand Equity ; Brand Identity ; Brand Essence ; Brand Positioning ; Brand Revitalization ; Strategies for Building Brands ; Strategy for Building Global Brands ; Life Cycle Concept and Product Categories ; Life Cycle Concept and Brand ; International Branding Strategy ; Case Study: Building Formidable Indian Brands in Diamond Jewellery ; 12. PRICING DECISIONS FOR INTERNATIONAL MARKETS ; Introduction ; Pricing Decisions ; Pricing Approaches for International Markets ; Factors Influencing Pricing Decisions in International Markets ; Terms of Delivery in International Transactions ; Dumping ; Counter Trade ; Transfer Pricing in International Markets ; Grey Marketing ; Case Study: Pricing medicines: profits, patents, and poor customers ; 13. International Distribution ; Introduction ; Channels of International Distribution ; Selecting Channels of International Distribution ; Types of International Distribution Channels ; Indirect Channels ; Direct Channels ; Market Intermediaries ; Structure of Distribution Channels in International Markets ; International Retailing ; International Franchising ; International Retailing and Private Labels ; Case Study: Channels of International Distribution for Floriculture ; 14. COMMUNICATION DECISIONS FOR INTERNATIONAL MARKETS ; Introduction ; Consumer Response Hierarchy Models ; Process of International Marketing Communication ; Marketing Communication Strategies ; Tools for International Marketing Communication ; Factors Influencing International Communication Decisions ; Framework for International Product-Promotion Strategies ; PART VI: EXPORT IMPORT MANAGEMENT ; 15. INSTITUTIONAL INFRASTRUCTURE FOR EXPORT PROMOTION ; The Concept of Export Promotion ; Role of Export Promotion Institutions in International Marketing ; Institutional set-up for Export Promotion in India ; Indian Government's Trade Representative Abroad ; States' Involvement In Promoting Exports ; Export Promotion: Need for Strategic Reorientation ; 16. FRAMEWORK OF INTERNATIONAL TRADE POLICY ; Introduction ; India's Export-Import (Exim) Policy ; Import Prohibitions and Restrictions ; Export Prohibitions and Restrictions ; Export Promotion Schemes and Incentives ; Creation of Enclaves for Export Production and Promotion ; Inland Container Depots (ICD) and Container Freight Stations (CFS) ; Export-Oriented Units (EOU), Software Technology Parks (STP), and Electronic Hardware Technology Parks (EHTP) ; Export Houses/ Trading Houses/ Star Trading Houses/ Superstar Trading Houses ; Market Development Assistance (MDA) ; Market Access Initiative (MAI) ; India Brand Equity Fund (IBEF Trust) ; Policy Initiatives and Incentives by the State Governments ; WTO and India's Export Promotion Measures ; 17. EXPORT PROCEDURE AND DOCUMENTATION ; Introduction ; Export Documentation ; Commercial Documents ; Regulatory Documents ; Procedure for Export-Import ; Electronic Processing of Export Documents ; Case Study: Examining a letter of credit ; 18. TRADE LOGISTICS AND INTERNATIONAL SHIPPING ; International Logistics ; Logistics and the Value Chain Concept ; Managing International Logistics ; India's International Shipping Activities ; 19. MODES OF PAYMENT AND INTERNATIONAL TRADE FINANCE ; Terms of Payment in International Transactions ; Types of Credit According to Methods of Payments ; Availability of Credit ; Introduction ; Export Finance ; Export Credit in Foreign Currency ; Factoring ; Forfaiting ; Financing to Overseas Importers ; Case Study: Exim Bank's credit to facilitate imports from India ; 20. MANAGING RISKS IN INTERNATIONAL TRADE ; Risks in International Transactions ; Measuring International Business Risks ; Managing Risks in International Trade ; Principal Credit Insurance Policies ; WTO Compatibility of India's Trade Finance and Insurance Schemes ; PART VII: IMPLEMENTATION, REVIEW AND CONSOLIDATION OF INTERNATIONAL MARKETING OPERATIONS ; 21. GLOBAL E-MARKETING ; Introduction ; Conceptual framework for e-marketing ; E-marketing technology and environment ; Prerequisites for effective e-marketing transactions ; Global e-marketing ; Global e-marketing of services ; E-marketing models ; Alternative e-marketing strategies ; E-marketing enabled process transformations and challenges ; Impact of ICT on new products and services ; Impact of ICT on new products and services ; Emergence of reverse marketing ; Policy framework and ICT laws for global e-marketing ; 22. GLOBAL E-MARKETING ; Introduction ; Emerging issues in international marketing ; Ethical issues in international marketing ; Growing significance of emerging economies in international marketing ; India: emerges at the global stage ; ANNEXURES