Organizational marketing is a diverse and complex field embracing all forms of exchange relationships between organizations, as opposed to marketing between organizations and consumers. Obviously, there are many differences between organizational and consumer markets, with important implications for the theory and practice of marketing. However, many of the concerns of organizational marketing overlap increasingly not only with issues in consumer marketing but also with the concerns of other management functions, such as production management. It is no longer clear in the late 1990s where the boundaries of organizational marketing are and so this is a field ripe for sensible and critical reassessment. Therefore, this book aims not only to inform but also to stimulate such reassessment.
Dominic Wilson lectures in Marketing and Strategy at UMIST. In this book he draws on his previous experience in the public and private sectors in the UK and Australia, and on his extensive research conducted over the last twelve years with colleagues from the Manchester School of Management at UMIST.