This text investigates how multinational corporations can effectively integrate overseas marketing efforts into a cohesive, global strategic planning framework. The authors, Brian Toyne and Peter G. P. Walters, leverage their academic expertise in international business to argue that domestic and international marketing activities must remain subservient to and supportive of the overarching corporate strategy. By examining the tension between local market responsiveness and global standardization, the book provides a structured methodology for aligning marketing operations with long-term organizational objectives.

This work is regarded as a foundational academic text for students and practitioners seeking to understand the intersection of marketing and corporate strategy in a global context. The framing suggests a dense, analytical approach suitable for advanced business curricula and professional strategic planning environments.