Exploring the roles and practices in use today, this book brings a global view to the complex nature of the industrial marketplace. It incorporates real-world examples from around the globe in a thorough discussion of the traditional topics related to bringing products and services to industrial and organizational customers. Among the book's topics are buying behaviour, purchasing, market research techniques, service offerings and the market mix. The important roles of technology and competition are addressed in two separate chapters. The coverage encompasses high-tech, traditional, large and small businesses, light and heavy industry, services, and government in 20 complete cases.