International Marketing Management

INTERNATIONAL MARKETING MANAGEMENT
SYLLABUS
UNIT I
International marketing management - National & International marketing - Barriers in
International Marketing Management - 5 P`s in International Marketing.
UNIT II
Managing Marketing-Defining Customer Value and Satisfaction-Retaining customer value
and Satisfaction - Implementing Total quality marketing-Competitive Marketing strategies.
UNIT III
Marketing Mix - Product Mix - Product strategies and product planning-Branding and
Packaging Decisions-Pricing strategies-Promotional Strategies. Distribution - Distribution
strategies.
UNIT IV
Globalization and Global Competitiveness: Meaning - stages - Foreign market entry
strategies - Pros and Cons of Globalization - Social Issues - Indicators of competitiveness
- Competitive Advantage of Nations - Technology and Global competitiveness.
UNIT V
Information Technology: New Information Technologies - Business Process Reengineering (BPR) - E-Business; Future of International Business.