Marketing to organisations is a substantial and dynamic sector of marketing. This title deals with this topic, and explains the parallels between business to business and consumer marketing. It also emphasizes the concepts and practices developed for this field.



Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasising the unique concepts and practices developed for this field.Wim G. Biemans draws from more than two decades’ experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.