This text examines the internal and external environmental factors which affect vital management and marketing decisions. Specifically, the text provides a detailed analyses of the economic, political, social, technological and legal environments within which firms operate. Current issues given extended coverage include the ethical environment (including the effects of environmentalism) and the concept of the stake-holder in organizations. Throughout the text, there are numerous case studies and examples which ground theory in real-world business situations. These include Europe-wide examples which reflect the interests of the European student and business person. The book also includes chapter introductions and review questions to aid learning.