This volume is an adaptation of a French text which is now into its second edition and offers a European perspective on managing business-to-business markets, as an alternative to the traditional American view. The text is based on theoretical foundations and the approaches presented have been tried in a variety of business settings. Aimed at final year marketing students, specializing in business-to-business or industrial marketing, MBA students and marketing practitioners, the text has a strong practical focus.
DANIEL MICHEL is Professor of Marketing at EM Lyon. - PETER NAUDE is Professor of Marketing at University of Bath. - ROBERT SALLE is a Director of Research at EMLyon. - JEAN-PAUL VALLA is a Director of Research at EMLyon.