The textbook includes: • The marketing philosophy on industrial markets • The characteristics of industrial markets • The marketing mix and the product life cycle • The issues surrounding distribution and operations including value creation, business relationships and networks • Case studies and mini case studies (vignettes) This textbook is suitable for students studying industrial marketing and other related courses at undergraduate and graduate levels. is an Associate Professor of Marketing and Head of the Marketing Laboratory in the Department of Production and Management Engineering, School of Engineering at Democritus University of Thrace, Greece. is Professor and Head of Department of Marketing at Copenhagen Business School, Denmark and Extraordinary Professor at University of Pretoria’s Gordon Institute of Business Science, South Africa. is Professor of Marketing at the Athens University of Economics & Business (AUEB), Director of the MSc Program in Services Management and previously Dean of the School of Business, AUEB, Greece. is Professor at CTF Service Research Center, Karlstad University and associated with the Ratio Institute, Sweden. is Professor in the Department of Supply Chain Management at International Hellenic University, Greece.