Chapter 1: An Overview of Marketing -- Chapter 2: Marketing Planning -- Chapter 3: Understanding the Market Environment and the Competition -- Chapter 4: Understanding the Buyer -- Chapter 5: Marketing Research and Information -- Chapter 6: Estimating the Market Demand -- Chapter 7: Market...

In an internationally minded and detailed analysis, the contributors seek to examine the state-of-the-art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field