"Cases in marketing" highlights key marketing issues in contexts characterized by diversity of markets, competitors and consumers. Some cases draw on students'ability to think about broader strategic issues such as: global standardization versus customization; managing the globalization process; internationalization strategies; rapid change in industries due to global developments; international marketing. Other cases draw on student's analytical skills in dealing with tactical issues such as: market and competitor analysis for international marketing strategy; the collection and use of data in market research; evaluating communication effectiveness; multifactor portfolio analysis, The range of cases provides insight into the practice of marketing across national borders and cultures.