International Marketing, text and cases, Justin Paul and Ramneek Kapoor, Tata Mc Graw Hill Education Private Ltd.

Narula, Anupam

International Marketing, text and cases, Justin Paul and Ramneek Kapoor, Tata Mc Graw Hill Education Private Ltd, New Delhi, 2012,pages 503, price Rs 395.

The second Edition of this book is comprehensive in its approach exploring theories and practice of International Marketing in simple and lucid style with live day-to-day references from the happenings around the world in international markets. The book is valuable in its depth of discussion of theoretical concepts and areas of interest in the international marketing as a subject. It helps the students develop a wider insight into the strategies of the multinational conglomerates in developing their global markets around the world.

The broad areas covered in the book are:

* WTO and its Impact on International Marketing.

* Emerging trends and Internationalization of Firms.

* Country analysis, marketing research and consumer behavior.

* Cultural, political and legal aspects in International Marketing.

* Market entry Modes- Framework and Global market entry strategies.

* Marketing Mix Strategies for international markets.

* Export Documentation and Procedures.

* E-commerce and doing business with other countries.

The new chapters added in this edition are:

* Decision- Making for International Markets will be of interest to mangers and business readers who are involved in carrying out research on business opportunities in different countries. This chapter provides various tools for measuring the economic, political and social risk of a country.

* Communication and negotiation for International Markets which is very concise chapter.

* INCOTERMS for Export Marketing covers the new version of INCOTERMS 2010 in clear and easy understanding wordings.

* International e-Tailing covers the basics of online retailing, online consumer buying behavior, and legal aspects of e-tailings in concise manner.

The book also provides case lets at the end of every chapter along with boxed exhibits of real-life examples, across the chapters. In addition, end-of-chapter review questions and end-of-objective type questions make it easy for the students to refresh their understanding of the subject matter.

The book is valuable in its depth of discussion of theoretical concepts but no doubt more focus on current developments and illustrative examples in every chapter would have enhanced the value in terms of its practical approach and benefited the readers who want to go into deeper analysis and understanding. Overall the book is useful and recommended as text for the international Marketing course offered to post graduate students in various business management programmes.

Anupam Narula

Associate Professor

FORE School of Management