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Master's Thesis from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1, Vienna University of Economics and Business (WU Executive Academy), language: English, abstract: The objectives of this Master's thesis were to develop a better understanding of the Austrian market situation in order to provide lighting solutions in building construction projects.The theoretical part of this thesis focused on marketing management in general and in special on business-to-business marketing. A large number of theories that have been developed regarding customer targeted marketing, analyzing business markets and business buying behaviour had been discussed.There were given some ground information to the Austrian market.Architecture and daylight are inseparably bound together and therefore there was also given some insights to it. In order to understand the great impact of light on people there were given some important ground information and research studies to undercover theories.The empirical part focused on the qualitative research with a customer analysis. The aim was to gather an in-depth understanding of stakeholder/decision maker behaviour and the reasons that govern such behaviour.Based on the results there were given some advice for the best payoffs in marketing and sales for the lighting industry in Austria.At the end of this thesis there were given a future outlook.