GLOBAL MARKETING
Objective: to enlighten the students with the Concepts and Strategies of Global Marketing.
Unit – I : Globalization: Scope and Objectives – Major Decisions in Global Business -
Environmental Factors Effecting global Business; Economic Environment – Cultural
Environment – Political Environment – Legal Environment – Regional Integration and Global Trade Protectionism.
Unit – II: Perspective of Global Markets: Global Marketing Research and Information –
Information Requirements of Global Markets – Organization for Global Market Research –
Global Marketing Information System - Segmenting the Global Market – Segmentation Basis
and Process – Global Markets and Criteria for Grouping Countries.
Unit – III: Global Marketing Decisions: Product Policy and Planning – Global Pricing Strategies
– Global Channels of Distribution.
Unit – IV: Global Advertising – Multinational Sales Management and Foreign Sales Promotion –
Export Procedure & Documentation – Special Economic Zones.
Unit – V: Planning and Control of Global Marketing Operations: Organization and Control in
global Marketing – Marketing Planning and Strategy for Global Business.
(Case Studies are Compulsory)
Suggested Books:
1. Wareen J.Keegan : Global Marketing Management
2. Keifer Lee, Steve Carter, Global Marketing Management, Oxford University Press.
3. Gillispe, International Marketing, Cengage, ND
4. Jean-Pierre Jennet & H. David Hennessey, Global Marketing Strategies, Wiley India, Delhi.
5. Vasudeva: International Marketing, Excel Publications.
6. Dana-Nicoleta Lascu, International Marketing, Wiley India, New Delhi.
7. Varshney R.L. & Bhattacharya : International Marketing Management
8. Subhash C.Jain : International Marketing Management
9. Saravanauel. P : International Marketing.
Objective: to enlighten the students with the Concepts and Strategies of Global Marketing.
Unit – I : Globalization: Scope and Objectives – Major Decisions in Global Business -
Environmental Factors Effecting global Business; Economic Environment – Cultural
Environment – Political Environment – Legal Environment – Regional Integration and Global Trade Protectionism.
Unit – II: Perspective of Global Markets: Global Marketing Research and Information –
Information Requirements of Global Markets – Organization for Global Market Research –
Global Marketing Information System - Segmenting the Global Market – Segmentation Basis
and Process – Global Markets and Criteria for Grouping Countries.
Unit – III: Global Marketing Decisions: Product Policy and Planning – Global Pricing Strategies
– Global Channels of Distribution.
Unit – IV: Global Advertising – Multinational Sales Management and Foreign Sales Promotion –
Export Procedure & Documentation – Special Economic Zones.
Unit – V: Planning and Control of Global Marketing Operations: Organization and Control in
global Marketing – Marketing Planning and Strategy for Global Business.
(Case Studies are Compulsory)
Suggested Books:
1. Wareen J.Keegan : Global Marketing Management
2. Keifer Lee, Steve Carter, Global Marketing Management, Oxford University Press.
3. Gillispe, International Marketing, Cengage, ND
4. Jean-Pierre Jennet & H. David Hennessey, Global Marketing Strategies, Wiley India, Delhi.
5. Vasudeva: International Marketing, Excel Publications.
6. Dana-Nicoleta Lascu, International Marketing, Wiley India, New Delhi.
7. Varshney R.L. & Bhattacharya : International Marketing Management
8. Subhash C.Jain : International Marketing Management
9. Saravanauel. P : International Marketing.
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