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Book Code: 1111015987055

Dr. Sunita Singh, Prof. N.P. Singh, Prof. Sangita

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The aim of this unit is to introduce International Marketing, which explains how International Markets operate in an International Environment. An elementary approach is used in the module, which emphasizes the reasons for undertaking International Market analysis and their interpretation. Internationalization and globalization are concept is that are both current and important, so complex and likely to be approached in more and more diverse ways. Equally, international marketing and global marketing are invoked more often, along with ”classic” marketing and competing with the latter, which tends to remain more and more in the area of theory. International marketing is present all around us, as is the case with global marketing, which can never be ignored. The globalization of markets has certainly accelerated through almost universal acceptance of the democratic free enterprise model and new communication technologies, including cell phones and the Internet.


Dr. Sunita Singh is a MBA (Marketing) and Phd. (Marketing). She is the Director of S.N. Sinha Institute of Business Management Ranchi. (AICTE) approved and affiliated to Ranchi University. She has started her career in Shramik Vidyapeeth, Ranchi (Established by Ministry of HRD, GOI) as Programme Officer. She joined the S.N. Sinha Institute of Business Management as an Asstt. Professor (Marketing) in the year 2000 and promoted to Associate Professor in the year 2009 and promoted to act as Director of S.N. Sinha Institute of Business Management, Ranchi in the year 2015. She is the Life member of Indian Institute of Public Administration, Delhi. She was elected to executive committee of IIPA, Delhi. She has conducted two National Seminar on Marketing at Delhi and Ranchi and more than twenty seminars and workshop on Leadership, International Marketing and Urban Development at different places. She is the visiting Professor of Denmark University, She has attended the six months course in Marketing in Indian Institute of Management, Ahmedabad.

Prof. N.P. Singh is a Chairman, of S.N. Sinha Institute of Business Management Ranchi. He has done PGDM and Ph.D from O.Y. University Maobolia. Visiting Prof. of International Management of Texas University USA, The SOKA GAKKAI UNIVERSITY, TOKYO (JAPAN) has awarded him excellence in management.

Prof. Sangita is a MA (Home Science) and MBA (Marketing) is working as an Associate Professor (Marketing) in S.N. Sinha Institute of Business Management, Ranchi. She has started her academic career in S.N. Sinha Institute of Business Management, Ranchi as programme. Officer w.e.f. 2nd Feb 1996. She joined S.N.Sinha Institute of Business Management, Ranchi in the year 1999 as an Asstt. Professor and promoted to Associate Professor w.e.f. 2012. She is teaching, Marketing, Leadership, Training and Recruitment, HRM, Rural Development and ethics in Management. She is the member of Indian Society for Training & Development; Indian Institute of Public Administrative. Delhi, Rotary Club, Ranchi. She has conducted several National Seminars, Workshop and Industrial visits.


Preface . 7

1. International Business . 9

2. The Global environment . 39

3. Entry of International Market . 95

4. International Pricing and Financing . 129

5. International Marketing and Technology . 251

6. Building brands in International Markets . 267

7. International Marketing Research . 299

Index . 335

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