Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Fellow of the Chartered Management Institute, and Fellow of Institute of Operations Management, United Kingdom. He specialises in the fields of Marketing Management, Rural Economic Linkages and Development Economics and has published 45 books and over 400 research contributions that include published research papers in international refereed journals. He is Editor-in-Chief of International Journal of Leisure and Tourism Marketing, International Journal of Business Competition and Growth, and International Journal of Built Environment and Asset Management. He is Regional Editor of Emerald Emerging Markets Case Studies, and member of editorial board of various journals of international repute. He has imparted training to senior corporate executives and has conducted 60 management development programs. His research contributions have been conferred the highest recognition of National Researcher -SNI-level III by the National Council of Science and Technology, Government of Mexico.

• Foreword; Tanya ZlatevaPART I: MAPPING MARKET SCENARIO1. Understanding International Business 2. International Finance 3. Economic and Cultural Dynamics4. Political and Legal FactorsPART II: PREPARING DESTINATION MARKETS5. Market Research and Organizational Design6. Internal and External Fit7. Segmentation, Targeting, and PositioningPART III: DEVELOPING FUNCTIONAL STRATEGIES8. Product Strategies9. International Pricing and Distribution Strategies10. Promotion StrategiesReferencesIndex