Considerable marketing effort is devoted to reaching and servicing business markets, either because of their own inherent value or as a route through to mass consumer markets. Arguably, it is in the area of business-to-business marketing that relationship management comes into its own. Presented in this course are the specific elements of marketing knowledge and planning that relate to business, industrial and public markets. These include assessing market opportunities, examining the business environment, and managing the functional aspects of marketing in an organisational setting. Specific attention is paid to exchange relationships, business retention and loyalty-building initiatives, and commercial partnerships. It is assumed students taking this advanced course are familiar with standard models of marketing management, and are equipped to appreciate the points of difference between these and business-to-business models.