Summary

This text offers information about the nature, scope and techniques of marketing applied to industrial products and services, businesses and public sector undertakings. It has been revised and augmented, with new material on internationalism, especially the growth in regionalism, the EU, Pacific basin countries, NAFTA and Eastern Europe. Also special attention has been given to innovation strategies, ethics, negotiation, marketing research, consumerism, environmentalism, product design strategies and strategic alliances.