Business to Business Marketing Management: A Global Perspective

Book Preface

Marketing has its roots in understanding consumers, and because we are all consumers it has become altogether too easy to concentrate on using consumer-based examples and theories when discussing marketing concepts. However, business markets are far larger: businesses buy and sell more goods than do consumers, and the transactions that take place between organizations have a greater impact on the economy and on the welfare of people than do the transactions between businesses and consumers. Understanding the differences between marketing to consumers and marketing to professional buyers in commercial organizations is the first step in developing a successful business marketing program.