The field of industrial or business to business marketing is gaining importance and continues to be challenging for several reasons. The factors that have contributed to the growth in this field include: Intensifying competition and expanding markets with ongoing globalization; Fast growing e-commerce applications and opportunities; Evolving customer-centric and ethical marketing philosophies; Increasing emphasis on knowledge and innovation based strategies; Rising importance of high-tech businesses. A growing number of business schools offer a course in industrial marketing. Several scholars and marketing executives are contributing to the advancement of theory and practice. This textbook is designed with several features and seeks to serve both practitioners as well as management students.
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