Astute marketers are very aware of opportunities in international markets, and also attuned to the impact of international players in domestic markets. This course highlights the conceptual, descriptive and strategic issues that underlie these developments. There is a focus on the various environments that have an impact on international marketing (economic, technological, socio-cultural, political-legal and corporate). The implications of these for the marketing mix are analysed, and broad strategic alternatives for the international marketer are covered. Product pricing, promotional and distribution issues and options are canvassed. Cases are drawn from multiple markets and the course offers a broad global perspective.