1 International Marketing and Purchasing Group 2004 Conference Title: Relationship management versus brand management in SME Business-to-Business marketing. Authors: Maurizio Catulli University of East London Business School Longbridge Road Dagenham Essex RM8 2AS Jonathan Gander University of East London Business School Correspondence to Maurizio Catulli m.catulli@uel.ac.uk + 44 208 223 6221