BOOK REVIEW

International Marketing
-Rajendra Nargundkar

Submitted by: Beenu Jacob 10SJCCMIB009

BOOK REVIEW
International Marketing Written by Rajendra Nargundkar

International Marketing is a book authored by R ajendra Nargundkar. He has completed his post graduation in Marketing from Indian Institute of Management, Bangalore and has also has taken a PhD from Clemson University, USA. At present he is a professor of Marketing in Indian Institute of Management, Kozhikode and IIM, Luknow. He is actively involved in teaching, training, consulting and research for over 20 years. Currently he also holds the position of Dean of Continuing Education at IFIM business School, Bangalore. International Marketing is a subject which always enthused my in terest. Moreover it is right now being handled as a subject in our syllabus. This book titled International Marketing by Rajendra Nargundkar covers all fields involved in International Marketing. The book focuses not only on the theoretical aspect but also highlights the practical aspects of marketing by citing live examples and case studies. The book covers topics from the basic concepts of marketing to the advanced concepts involved in International Marketing. This book is a knowledge database which gives us firsthand knowledge about the latest trends and developments in the field of International Marketing from an Indian perspective. To gain knowledge on why International Marketing is important in an international arena, this book has proved to be very helpful. It tells us in detail why International Marketing is significant. What is the need to move b eyond domestic markets, what are the criteria, opportunities, risk and competition while entering into a foreign market. This book says that Indian companies are increasingly adapting to the export of high value goods and for them to make it big in the Int ernational market , they

need to adapt to the strategies that equalises with the taste and preference of the international consumers. It also gives a broad perspective on the marketing variables (i.e. the 4 ps : Price, Place, Product and Promotion) to be handled efficiently in an International Market. Each chapter is dedicated to each of the P. Example: It talks about what method of segmenting, targeting and promoting should be adopted. It then divulges into the corporate communication perspective that should be kept in mind while entering into an international market. The communication that the book focuses is on how to brand your product internationally. Branding is very essential to wealth creation. It says, the product brand may need an investment of considerable funds coupled with appropriate marketing strategies to succeed in an unknown market. The book also focuses on the supply chain management strategies that should be kept in mind while going internationally. It shows what the chain of distribut ion is, how the distribution network works and what relation a marketer should have with the suppliers and dealers. The main attraction of this book is that it gives an in depth knowledge by adding in case studies that give a good understanding of the conc ept of International Marketing. While comparing the book with other marketing books the main difference I found was that this book gives both theoretical and practical aspects of marking in detail. The advantage of this book is that it shows the difference in the Indian market atmosphere to the international market atmosphere. To conclude I would suggest this book to all students who would like to attain practically usable knowledge and specialise in the field of marketing. It will also prove helpful to new businessmen entering into the world of international business.