Commercial exchanges among companies, the so called Business-to-business markets, account for the biggest part of GNP in all developed countries. The course aims at making students familiar with the specificities of business-to-business markets and the resulting need to adapt marketing frameworks, tools and decision - making approaches to this specific context, as compared to fast moving consumer product markets. Building on the knowledge acquired during the core Marketing course, this course deals with the following issues: characteristics of B2B markets, analysis of industrial buyers' decision making, segmentation of B2B markets, product, price and communication policies for B2B products and services, sales management and distribution decisions.