"International Marketing focuses on international marketing primarily as the co-ordination of a company's different national marketing programmes. Discussion ranges from pricing and product policy to the organizational and strategic issues of co-ordinating marketing activities across countries. The text takes a comprehensive look at all the underlying concepts, using a wealth of truly European examples and substantial case studies." "The text is aimed at students of international and global marketing at universities, business schools and higher education institutions plus managers of companies concerned with the challenges of market integration."