This course is designed to provide in-depth study of issues related to industrial or business-to-business marketing. Many B2B marketing executives indicate that many traditional marketing concepts and principles do not apply in B2B. B2B marketing requires a unique set of marketing concepts and principles versus consumer marketing. Another focus of the course will address a major difference between consumer and business-to-business marketing, namely the amount of people involved in the sale: from both the seller’s firm and the purchasing firm. In consumer selling, the user is generally the purchaser. In B2B marketing, both the selling firm and the buying firm includes members of other disciplines (engineering, transportation, warehousing, finance, and others) from the beginning of the process to the time of actual purchase. The addition of these people fosters strong ties between the two firms but also lengthens the time and complexity of the sale.