This book is structured to provide a complete and timely treatment of business marketing while minimizing the degree of overlap with other courses in the marketing curriculum.

This summary of theory and practice is inspired by the belief that cut and dried solutions to management problems are inappropriate and that every set of circumstances requires a unique synthesis of experience and relevant theories. In this book the authors have reviewed the main texts and theories of organization and have added the lessons learned from an unrivalled volume of practical experience, garnered from some 900 consultants working in more than twenty countries.