Business marketing phenomena occur with all transactions, exchanges and relationships between any dyad involving organizations, institutions or resellers and, within / among social networks. This course focuses on the distribution channel in B2B markets. Channel is one of the four Ps of the marketing mix, providing many essential services to end-customers that the firm cannot efficiently provide itself. But, the distribution channel is not just a conduit through which the firm reaches its end market. The channel members are customers in their own right, with their own needs. Further, they market not only the firm’s products but also competitors’ products and, increasingly, their own private label products. Thus, channel members are conduit, customer, and competitor rolled into one, and their motivations and objectives are often not aligned with those of the firm.