Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management. Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem. A companion Web site with resources for students and instructors is available:Click here to access the companion web site.

International Marketing
International marketing

Markets have become truly global. If you stand still in your domestic market, you will probably be trampled by competitors from around the world. As one globe-trotting executive put it, ‘if you don't act right now, somebody else will always do it for you at your expense… and quickly’.

The term, ‘global’, epitomises the competitive pressure and market opportunities from around the world and the firm's need to optimise its market performance on a global basis. Whether a company operates domestically or across national boundaries, it can no longer avoid the competitive pressure and market opportunities. For optimal market performance, the firm should also be ready and willing to take advantage of resources on a global basis.

A number of broad forces have led ...

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