Global Marketing

Global Marketing, explores the concept that in most countries around the world, there is a spurt of interest in the globalization of businesses, whether they are small or big. This trend is visible in developed as well as in developing nations. This book is an attempt to present the structure of global marketing from an Indian perspective in a cohesive and comprehensive manner. The cases discussed in the book depict the workings of Indian companies and the Indian market scenarios to help the students grasp the flavour of cross-border marketing.