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| List of Exhibits | |
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| Case Writers and Associates | |
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| Preface | |
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| Acknowledgements | |
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| Introduction to Marketing | |
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| Introduction to Marketing | |
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| The Job of the Marketing Manager | |
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| The Marketing Mission | |
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| Putting It All Together | |
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| Cases in Section I | |
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| Learning Points | |
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| The Skisailer: Marketing a Young Investor's Dream | |
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| Delissa in Japan | |
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| Marketing Decisions: The Five 'PS' | |
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| Introduction: The Five 'Ps' | |
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| Segmentation and Positioning Decisions | |
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| Product Management Decisions | |
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| Pricing Decisions | |
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| Distribution Decisions | |
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| Communication Decisions | |
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| Conclusions | |
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| Learning Points | |
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| Konica Corp. | |
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| Kirin Brewery Co. Ltd (A) | |
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| Daewoo Motor Company UK (A) | |
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| Daewoo Motor Company UK (B) | |
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| Interdrinks | |
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| Salomon: The Monocoque Ski | |
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| Hong Kong and Shenzhen Bank (A) | |
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| Hong Kong and Shenzhen Bank (B) | |
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| Hong Kong and Shenzhen Bank (C) | |
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| Hong Kong and Shenzhen Bank (D) | |
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| Hong Kong and Shenzhen Bank (E) | |
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| Hong Kong and Shenzhen Bank (F) | |
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| Computron Inc., 1994 | |
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| Pharma Swede: Gastirup | |
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| Jordan A/S | |
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| GPS One-hour Service (C): Moving Abroad | |
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| Make Yourself Heard: Ericsson's Global Brand Campaign | |
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| Mediquip S.A. | |
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| International Marketing: Global Integration Strategy | |
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| International Marketing: Global Integration and Strategy | |
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| Forces | |
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| PandG Goes Global | |
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| Global Marketing: The Issues | |
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| Global Strategy: A Framework for Analysis | |
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| The Case of Integrated Solutions Inc. | |
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| Cases in Section III | |
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| Learning Points | |
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| Libby's Beverages: Um Bongo Fruit Drink | |
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| Hilti Corporation (A) | |
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| Haaks Europe | |
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| International Marketing: Strategy Implementation | |
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| International Marketing: Strategy Implementation | |
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| Chapter Coverage | |
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| Structure | |
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| Tasks | |
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| Process | |
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| Behavior | |
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| Skills | |
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| Cases in Strategy Implementation | |
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| Learning Points | |
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| Alto Chemicals Europe (A) | |
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| Alto Chemicals Europe (B) | |
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| Sony Europa (A) | |