This study reflects the increasing integration of marketing and international marketing on a wide variety of courses. It provides an introduction to both areas, taking an applied approach wherever possible. It offers an introduction to marketing, relates theory to practice, looks in detail at issues in marketing, services, exporting and points out the full implications of adopting a market-led strategy for organizations. Each chapter contains learning objectives, key terms, review and discussion questions and a case study. It is suitable for BTEC HNC/D students of business and finance and BA/BSc students on a range of degree courses in business studies, marketing, international marketing, management and European studies, as well as for CIM and CMS/DMS students.