Business-to-business marketing: organizational buying behaviour, relationships and networks

Abstract

In this chapter an attempt is made to trace the development of research and practice in business-to-business marketing. The term ‘businessto-business marketing’ is increasingly replacing the more traditional ‘industrial marketing’ and ‘organizational marketing’ descriptions, and will be used in this chapter to describe those marketing activities of any kind of organization, public or private, which has exchange relationships with other organizations.