Lively and easy to read, the books in this series are clear, action-oriented and up-to-date guides to specific marketing topics. For those relatively new to marketing, those studying for CIM and other professional qualifications and even those taking MBAs, this series has quickly established itself as a valuable addition to any marketer or business person's library.This very accessible book demystifies the language and jargon associated with international marketing, providing a comprehensible guide both for students and teachers of international marketing at CIM Diploma and undergraduate level and for professionals.