This book is dedicated to the development of decision-making skills in marketing. The material introduces concepts and tools useful in structuring and solving marketing problems, while class tested case studies provide an opportunity for those concepts and tools to be employed in practice. A cutting-edge collection of forty-two cases considers the international arena; not-for-profit marketing; industrial, high-technology, and business-to-business marketing settings. Representative companies include Frito-Lay, Proctor & Gamble, Price Waterhouse, Godiva Europe, Dell Computer Corp., Goodyear Tire and Rubber Co., Southwest Airlines, Amazon.com, 3M, and Pharmacia & Upjohn. For professionals involved in marketing strategy, with an appreciation of its implications for the organization and environment.