This text covers marketing principles as both a business philosophy and an action-orientated process. It emphasizes how marketing theories can provide a firm, harmonizing basis for marketing operations. Lambin combines the complementary aspects of strategic and operational marketing to offer practical frameworks for planning and analysis that can be applied to any marketing operation. Features of the text include: examples and illustrations from the European market; an emphasis of the key role of marketing in a market economy; a discussion of both consumer and industrial goods marketing; and forms and checklists useful for implementation processes. This is a fully updated and revised edition of the original French version, giving a European perspective on marketing strategy and relating the European position to global marketing.