The fact that the book has been continuously in print for 20 years and is now in its sixth edition is clear evidence that there is a continuing need for such a publication. However, at least two significant factors have influenced the preparation of this new edition. First, the original editor has retired from full-time involvement in the marketing academy and is now an Emeritus Professor. So, to ensure both continuity and currency, Professor Susan Hart, Professor of Marketing and Vice Dean Research in the Strathclyde Business School, has been invited to act as co-editor. Second, the international success of the book and its translation into other languages, together with the impact of globalization, have resulted in a reconsideration of the original remit which was that the contributors be drawn exclusively from the UK marketing community. For this edition, the publishers have encouraged us to include contributions from leading international experts and this we have done.