This book is an adaptation of a successful French text, which is 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 rigorous text with strong practical application, which have been tried in a variety of business settings.

The text stresses the diversity that is found in the Business-to-Business environment and provides useable frameworks for dealing with this diversity. The book provides a theorectically sound and managerially useful approach to managing in Business-to-Business markets.



Daniel Michel is a Professor of Marketing at EMLyon, France.

Peter Naude is Professor of Marketing at the School of Management at the University of Bath.

Robert Salle is Director of Research at EMLyon, France.

Jean-Paul Valla is Development manager at ALGOE in Lyon as well as a Director of Research at EMLyon, France.