Organizational Marketing is a diverse and complex field embracing all forms of exchange relationships between organizations, as opposed to marketing between organizations and consumers. Obviously, there are many differences between industrial and consumer markets, with important implications for the theory and practice of marketing. However, many of the concerns of organizational marketing overlap increasingly, not only with issues in consumer marketing but also with the concerns of other management functions, such as production management. . Organizational Marketing is a diverse and complex field embracing all forms of exchange relationships between organizations, as opposed to marketing between organizations and consumers. Obviously, there are many differences between industrial and consumer markets, with important implications for the theory and practice of marketing. However, many of the concerns of organizational marketing overlap increasingly, not only with issues in consumer marketing but also with the concerns of other management functions, such as production management. .