Business-to-Business marketing has been vigorously updated for all students of B2B and industrial marketing in India. Its unique approach demystifies B2B marketing to move into rational and elegant process-oriented approaches. Relevant contemporary case studies from the Indian context further enrich the text. Anderson builds the book around a framework of understanding, creating, and delivering value.The third edition of this text retains the framework for understanding, delivering, and creating value that was established in the first edition, giving the readers a framework for understanding the topic.Viewed from an international perspective-rather than a purely American one-Business Market Management draws upon best business practices, allowing readers to understand cultural and regional differences. Topics include: market sensing, understanding firms as customers, crafting market strategy, managing market offerings, business channel management, gaining customers, and sustaining reseller and customer relationships.