ISBN: 9788120352384    Publisher: PHI Year of publishing: 2016     Format:  Paperback No of Pages: 268        Language: English

This wellestablished book, now in its Fourth Edition, provides the latest information and data on International Marketing with emphasis on the Indian context. Retaining all the strengths of the previous editions, the new edition includes significant updates in the case studies, namely,

• Infosys Technologies Limited
• SAP India
• Global Marketing in Wipro--Growing in Strength
• IFlex Solutions (Currently Oracle Financial Software Solutions)
• Ace Designers
• Gillette India
• Mysore Sales International Limited

These case studies presenting the facts and data explicitly, familiarise the readers with the latest developments and changing scenario of international marketing.

Now, the text highlights a wide variety of aspects relating to the business environment, with specific focus on competition, product development, market strategy and international business.

Primarily intended for postgraduate students of management, the book would also greatly benefit managers attending various management programmes.

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R. SRINIVASAN (Fellow, IIM Bangalore) is Professor, Department of Management Studies, Indian Institute of Science (IISc.), Bangalore. He had his postdoctoral training at the University of Leeds (UK). Professor Srinivasan has more than 33 years of experience with premier institutions such as IISc., Administrative Staff College of India, Hyderabad, and NITIE, Mumbai. He has served with distinction in reputed organisations like Tata Consulting Engineers and Indian Telephone Industries. He is a recipient of the International Statistical Institute Awards (1983) and the Colombo Plan Award (1989).

Professor Srinivasan has to his credit more than 150 articles in leading international and national journals. He has authored six wellestablished books, four from PHI Learning including the present book: Case Studies in Marketing--The Indian Context, 6th ed.; International Marketing, 6th ed., Strategic Management--The Indian Context, 5th ed., Services Marketing--The Indian Context, 4th ed.
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