this book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations. written by two experts in the field, the book is divided into six parts providing a big picture approach and introducing the field of global marketing, covering the major dimensions of the environment of global marketing, looking at assessing market opportunities, discussing strategic issues such as market selection and market entry alternatives and covering the global marketing mix. the book concludes with a focus on implementation and addresses the task of organising and controlling global strategy, and attempts to provide a glimpse into the future of global marketing. a european version of keegans successful text, thoroughly revised to take into account the way global marketing is taught within the european context.