This Business marketing text is unique in its emphasis on the complexity of the buying process, strategic relationships between business buyers and sellers, and their mutual dependence. The additions and changes shows, in a realistic way, the emerging trends in business marketing practices. In particular, the following new features have been included in the third edition. This book focuses on the needs and interests of an Indian reader. Its emphasis is on global thinking, but its plan is to act locally. The organisation of this book is based on the current marketing thinking and new ideas to meet the new challenges.