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.