Is business-to-business marketing fundamentally the same as consumer marketing, or is it a distinct kind of professional practice requiring different knowledge, skills and techniques? This book will help students to make up their own minds about this and other important questions. The authors examine the view that B2B marketing is a simple variant of consumer marketing as well as considering the view that B2B marketing is primarily concerned with inter-organizational relationship management. Incorporating a European perspective and recognizing that there are many different types of organizational markets, chapters include learning outcomes and objectives, discussion questions and short case studies to help readers to consolidate their learning. Business-to-Business Marketing is supported by a lecturer's manual that includes power point slides and web links to case study organizations and key sources of B2B marketing intelligence. The authors of this book, all of whom have substantial
