In today’s increasingly interdependent and highly specialised world, organisational business volumes (B2B, B2G, B2O) far exceed consumer business volumes. Marketing to organisations, however, differs substantially from marketing to individuals or households. This workshop will examine fundamental concepts including the nature of organisational markets (like commercial enterprises, governments, and institutions), the buying process and organisational buying behaviour dynamics. Topics will include segmentation, targeting, service, channel issues, pricing in an organisational context and planning. These concepts will be reinforced through cases outlining real-world problems faced by organisations and approaches to achieving workable solutions.