Abstract
"This book is an adaptation of a successful French text, which is itself now into its second edition. The text is designed specifically for those students taking a business-to-business marketing or industrial marketing module at undergraduate or postgraduate level, and is designed to give the reader a thorough knowledge of how business-to-business markets operate. A major strength of this text is the European perspective it offers. It is an academically rigourous text, with strong pratical application, that has been tried in a variety of business settings..."