Abstract
On business markets it is possible to observe a double orientation. On the one hand companies dealing with products and services try to combine them in a « solution selling » approach. On the other hand, companies selling projects to order try to create the project through a « creative offering » approach. Consequently, these two orientations converge by integrating a new dimension in their approaches, namely « consultancy » and « expertise » in customer's activities. The core of these approaches is to develop close and « intimate » relationships with customers. This leads us to broaden the scope of these approaches emphasizing the blurring of the boundaries and the collapse of the distinction between industrial marketing, project marketing and even services marketing.