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How to Download MBA Books |
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Re: how to download MBA books
I am in 2nd Semester of Full Time International MBA Program. I am searching for a book on International Marketing. I want to download book of this subject. So tell me how I can download book for International MarketingSubject of International MBA Program?
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Re: how to download MBA books
As you are looking to download book for International MarketingSubject of International MBA Program, so here I am providing ebook online for your reference: EBOOK FOR INTERNATIONAL MARKETING: OBJECTIVE After studying this lesson, you will be able to- Understand the concept of international marketing. Explain the approaches to international marketing. Understand the process of internationalization of business. Know the effects of foreign trade on national economies. INTRODUCTION Broadly, international marketing refers to the exchange process across nations. It has gained prominence with the ever- increasing global trade and linkages. Whether or not a company wants to participate directly in international business, it cannot escape the effect of numerous companies engaged in exports, imports, and/or manufacturing abroad and the multinationals operating in the domestic markets giving direct and indirect competition. The advances in information technology have facilitated the process of marketing across countries. This trend of globalization of the scope of business has made it essential for the corporate managers to understand international marketing operations. PRESENTATION OF CONTENTS Definitions of international marketing Some of the definitions of international marketing are: Cateora (1997) defines international marketing as performance of business activities that direct the flow of companys goods and services to consumers in more than one nation for profit. Jain (1989) refers to international marketing as exchanges across national boundaries for the satisfaction of human needs and wants. Terpestra (1972) looks upon international marketing as marketing carried on across the national boundaries. Keegan (1997) comprehends that international marketing as going beyond the export marketing and becoming more involved in the marketing environment in which it is doing business. International Trade vs International Business International trade is a term that basically deals with the movement of goods and services between countries distinct from normal corporate transactions involving buyers and sellers in different countries. The international trade primarily reflects macro or aggregate supplies and demand in different countries. The global trade, thus, involves major policy decisions by governments of nations with regards to imports and exports as also national economic development. These days, the trend is towards globalization of trade. This has resulted in regional as well multilateral global agreements. A predominant role has been accorded to WTO while determining trade policy by each nation. International business may be defined as those business transactions among individuals, firms or corporate entities in private or public sector that result in movement of goods or services across national boundaries. The business activity can take any of the form: import, export of different goods services, the investment of capital; and transactions in intangible assets (e.g. trademarks, patents are the licensing of manufacturing technology). The field of international business is a broad area of study that covers a wide range of activities. The execution of business activities between sovereign nations takes place within specific environments, and pose challenges with which a firm in international business must deal. Dealing with these problems requires an understanding of the environmental variables that affect international business. These variables are economic, political, legal, socio-cultural, technological and geographic. Although such environmental variables are often beyond control of an individual firm, the consideration and recognition of such factors enables the managers to work more effectively within the constraints posed by these variables. In order to incorporate the probable effects of external environment, a working knowledge of relevant descriptions such as economics, political science, history, geography, law, and anthropology is desirable. The scope of international business can be divided into two categories-real and financial. (i) The real or non financial side of the theory of international business studies trade theories, theory of the multinational enterprises including the reasons for choice of entry mode. (ii) The financial side of the theory covers study of environmental factors affecting the multinational enterprises such as foreign exchange rates, the balance of payments and international marketing systems. It also involves the study of internal decisions affecting the MNE, such as its appropriate cost of capital and the opportunities of international diversification. Since international business deals across nations , the role of governments and their relationships with MNEs also comes under the scope of study of international business Comparing domestic and international business. Though, fundamentally international business operations look like domestic business operations, yet some important distinctions can be perceived following an indepth insight. The firms having an experience of domestic business can probably have an edge while diversifying into international operations. Keeping this in mind, a leading management guru, Micheal E. Porter has observed that firms aspiring to be successful globally must attempt at being successful in the domestic market first. Most firms like IBM, Coca Cola, Unilever, Proctor and Gamble, Suzuki, Sony operating globally infact started initially as domestic companies. As the magnitude of their operations grew, they found it profitable to venture abroad by setting up manufacturing and distribution centres in other countries. Some of the points of difference between international and domestic marketing are: (i) Process of marketing: The marketing is deemed to involve two processes viz., technical and social. The technical process essentially comprises of non human factors such as product, price, cost, brand. But, the social process takes care of human behaviour, customs, attitudes, values etc. The latter is unique to a national market. Hence, this shows that international marketing is different from domestic marketing. Accordingly, sociological & cultural factors predominate the decision making with regard to marketing mix. (ii) Marketing environment: The environmental and operational variables also assume a different structure in international business. The environmental factors such as economic, politico legal, geographic, cultural and competition are much more dynamic and uncontrollable in foreign markets as compared to domestic markets. Different countries have different currencies, accounting practices, legislation, interest rates, inflation etc. So, the controllable factors of a firm (marketing mix) have to be redesigned according to the needs of individual countries. The very complexity of exchange transactions across nations makes it significantly different from domestic business operations. International Marketing Book You can download the complete Book by this attachment |
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