This is a post-introductory text to marketing in Europe. It comprises five parts illustrated with 15 case studies. In Part 1, a distinction is made between operational marketing and strategic marketing and it is shown why, in the new European macromarket, strategy is most important and argues that the entire organization must be market orientated. Part 2 begins with an analysis of the needs of individuals and organizations in order to establish the buyer"s purchase and response behaviour and the role of market research in this process. Part 3 is devoted to the tasks of strategic marketing. Part 4 deals with issues of implementation, with Part 5 providing international case studies.