Summary

Revised textbook (the first edition was published by Merrill in 1988) for advanced undergraduates who have completed at least a basic marketing principles course, as well as for M.B.A. students with some background in marketing, provides: an introduction to the distinctive nature of the marketing task when the customer is an organization; an appreciation for the growing role of marketing within industrial companies; and insights into ways in which marketing principles, concepts, and techniques can be used by the industrial marketing manager. (c) by Book News, Inc., Portland, OR.