Any cursory or systematic review of the marketing literature reveals a lopsided emphasis on the marketing of consumer goods in a domestic environment. Similarly, an examination of marketing programs in the leading U.S. universities uncovers only a few scattered courses on international marketing and industrial or organizational marketing management. Whereas this situation is in sharp contrast to the growing importance of both international marketing operations and the volume of inter-industry transactions, it is based, in many cases, on a sound rationale that despite the differences among these three kinds of marketing activities, the approach to be taken in making international or industrial marketing decisions is identical to the one taken in the marketing of consumer goods in domestic marketing.