Seeks to identify the dimensions which are relevant in the shaping of strategies for international marketing; it thereby addresses business managers. Considers the extent to which the marketing mix can be standardized in various different configurations of international marketing. Presents seven...

Issues a plea for the exercise and application of horse sense in place of the increasingly sophisticated tools of modern marketers to repair some of the damage done by suppliers who have been economizing on their concern for their customers′ interests. Uses a wide variety of examples...

Defines the purpose of a brand as the profitable continuity of the organization that owns it, and the priority of the brand owner as the determination of the exact group of people for whom it caters and then to establish, maintain and strengthen the growth of the brand. Discusses the issues of...