INTERNATIONAL MARKETING: Edition 3

R. SRINIVASAN

Aug 2008 · PHI Learning Pvt. Ltd.

About this ebook

This well-established book, now in its third edition, continues to provide up-to-date information and data on International Marketing with emphasis on the Indian context. Retaining all the strengths of the previous editions, the new edition includes two new chapters on International Business Risks and International Marketing Strategies to meet the curriculum requirements. Besides, all the case studies have been updated to reflect the changing scenario of international marketing. Primarily intended for postgraduate students of management, the book would also greatly benefit managers attending various management programmes.

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About the author

R. SRINIVASAN (Fellow, IIM Bangalore) is Professor, Department of Management Studies, Indian Institute of Science (IISc.), Bangalore. He had his post-doctoral training at the University of Leeds (U.K.). Professor Srinivasan has more than 32 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 organizations like Tata Consulting Engineers and Indian Telephone Industries. He is a recipient of the International Statistical Institute Award (1983) and the Colombo Plan Award (1989). Professor Srinivasan has to his credit more than 135 articles in leading international and national journals.