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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. Table of Contents Preface Preface to the First Edition 1. Basic Concepts of International Marketing 2. Trade Theories, Export Promotion And Marketing 3. Environment of International Business 4. Consumer Behaviour 5. Product Policy And Planning 6. Advertising And Promotion 7. Pricing 8. Distribution 9. International Market Selection, Research, Planning And Control 10. Other Topics of Interest 11. International Business Risks 12. International Marketing Strategies Case Studies Introduction to Case Analysis Case 1 Infosys Technologies Limited—Truly Global Case 2  SAP India Case 3 Global Marketing in Wipro—Growing in Strength Case 4 I-flex Solutions—Analysis of an International Marketing Firm Case 5 Ace Designers—Going Global Case 6 Gillette India Case 7 Mysore Sales International Limited Appendices Appendix I Indian Institutions for Export Promotion Appendix II Documentation and Procedures for Export Index