Authors: RL Varshney & B. Bhattacharya
(Pp 732, ISBN 81-8054-760-4, Rs 350)
The 24th edition of International Marketing Management : An Indian Perspective comes with extensive revisions and additions to make the book up-to-date and relevant to current trade and marketing practices. It takes into account the latest India’s export promotion strategies and assistance measures, besides the latest conceptual model, OECD Four Speed Classification for global classification of markets. A case study on computer giant Lenovo has also been added to show how theories get worked out in actual market conditions.
The book is targeted at the teachers and students of international marketing who will find the new edition much more enriching and up to date with the new market scenario.
(Pp 732, ISBN 81-8054-760-4, Rs 350)
The 24th edition of International Marketing Management : An Indian Perspective comes with extensive revisions and additions to make the book up-to-date and relevant to current trade and marketing practices. It takes into account the latest India’s export promotion strategies and assistance measures, besides the latest conceptual model, OECD Four Speed Classification for global classification of markets. A case study on computer giant Lenovo has also been added to show how theories get worked out in actual market conditions.
The book is targeted at the teachers and students of international marketing who will find the new edition much more enriching and up to date with the new market scenario.
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