Ford et al. (2002, p. 6) defines business marketing as the task of selecting, developing and managing customer relationships for the advantage of both the customer and the supplier, with regard to their respective skills, resources, technologies, strategies and objectives. It is important to work on your relationships, because relationships can reduce uncertainties for both the supplier and the customer. These relationships can be managed to creating a competitive advantage by using strategy. Strategy involves dealing with actions of other network members and achieving the organization’s goals by working with, in spite of, or against them. There is a shift from the traditional ‘4Ps’ within marketing to an accepted relationship and network approach. It means that buyers and sellers engage in closer and more collaborative relationships.