International Marketing Management by Subhash C. JainINTERNATIONAL MARKETING, 6e is a comprehensive, up-to-date introduction to international marketing. Jain accurately portrays todays field with clarity and complete coverage to provide readers with a managerial perspective, based on economic theory and practice.The text is noted for its excellent readability, documentation, and good use of charts, graphs, cases, and examples from the business world that hold the readers interest. Additionally, the text thoroughly examines important topics of international marketing and how they relate to world wide business: environment, tactical and strategic issues, planning and control. This unique approach goes beyond a purely developed world perspective with illustrations and examples relating to Third World countries as well.
International Marketing and Management
International marketing is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing , which is a similar term. For the purposes of this lesson on international marketing and those that follow it, international marketing and global marketing are interchangeable. Note: Jonny K. Johansson defines global marketing as a bigger brother to international marketing i.
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According to this, marketing is one of the functions the most essential in the organization. The purpose of the program is to educate market-oriented leaders who through cutting-edge research-based training will work for the best world companies. The overall goal of the programme is to provide students with knowledge, skills, values and attitudes related to international marketing management. The programme is structured on three main pillars: marketing, the financial implications of investments in marketing, and research. The overall marketing management approach in the programme is very analytical and stresses the marketing skills required to influence the level, timing and composition of demand for a product, service, organisation, place, person, idea, or some form of information. The degree is tailored to the needs of managers operating in highly turbulent international and local environments.