This e-book focuses on an ever increasing need to understand business and industrial marketing in a global marketplace. The turbulence of global markets, the extensions of manufacturers into new service provider roles, and the spectacular growth of the BRICs all point to the reality that marketing managers must understand how to organize, measure, and manage a global marketing enterprise. This e-book has a selection of papers that address many of these issues. Welcome, to "The Global B2B Challenge".