Most business transactions take place between companies and customers that are businesses and other organisations, and not between companies and individual consumers or families. The scope of this course is to explore the workings of industrial or business markets where customers are businesses and other organisations, and what peculiarities there are when it comes to marketing. The course adopts a relational perspective (i.e. a perspective focusing on organizational interdependencies), arguing that in industrial markets the construction of relations with customers and other stakeholders is primordial to a company’s success. A relational perspective on industrial markets also allows unveiling the imbrication among competition, collaboration, and networks, as well as the mechanisms underlying value in b2b contexts (e.g. the role of competences and solutions beyond industrial products and services).