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Business-to-Business Marketing
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Business-to-Business Marketing

Third Edition
  • Ross Brennan - Professor of Industrial Marketing, Hertfordshire Business School, University of Hertfordshire, UK
  • Louise E Canning - Associate Professor of Marketing, Kedge Business School, France
  • Raymond McDowell - Associate Dean of Resources and Planning, Bristol Business School, University of the West of England, UK


© 2017 | 408 pages | SAGE Texts

This comprehensive yet concise textbook covers both the theory and practice of business-to-business (b2b) marketing in a globalised world from a European perspective.

It combines multiple approaches to b2b marketing theory with up-to-date international examples, thereby making the text valuable for faculty and students worldwide. This textbook is relevant to all students taking a university module in b2b marketing at undergraduate or postgraduate levels.

New to this edition:

• More coverage of digital marketing and social media in relation to b2b

• More coverage of issues relating to sustainability and corporate social responsibility

• More visual features and an update of the ‘b2b Snapshots’

• New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal

 

 
Preface to the Third Edition
 
Acknowledgements
 
Guided Tour
 
PART I: Fundamentals of Business-to-Business Marketing
 
Business-to-Business Markets and Marketing
 
Buyer Behaviour
 
Inter-Firm Relationships and Networks
 
PART II: Business-to-Business Marketing Analysis and Strategy
 
Responsible Business-to-Business Strategy
 
Researching Business-to-Business Markets
 
Business Market Segmentation
 
PART III: Communicating and Interacting with Customers
 
Market Communication
 
Relationship Communication
 
Relationship Portfolios and Key Account Management
 
PART IV: Managing Marketing Processes
 
Managing Product Offerings
 
Routes to Market
 
Price-setting in Business-to-Business Markets
 
Glossary
 
References
 
Index

Supplements

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Ross Brennan

Dr Ross Brennan is Professor of Industrial Marketing at the Hertfordshire Business School, University of Hertfordshire. His research interests are in business-to-business marketing strategy, macromarketing, cross-cultural marketing and marketing pedagogy. Ross Brennan’s research has been published in a wide range of academic journals including the European Journal of Marketing, Industrial Marketing Management, the Journal of Macromarketing, the Journal of Marketing Education, the Journal of Marketing Management, and the Journal of Business & Industrial Marketing.  Dr Brennan is active within the UK Academy of Marketing and the... More About Author

Louise Canning

Dr Louise Canning held international sales and marketing posts in the steel and engineering industries before moving into higher education as an ESCRC teaching fellow at UWE Bristol and completing her doctoral investigation of environmental adaptation in buyer-supplier relationships. Louise’s continued interest in sustainability and the interface between business and consumer markets has most recently included the examination of human disposition. Besides sustainability, Louise’s other research interests include business market communication and small business development, her work having been published in leading journals such as European... More About Author

Raymond McDowell

Ray McDowell is the Associate Dean of Resources and Planning, Bristol Business School, University of the West of England, UK.  The Department numbers about 100 permanent staff across the range of management disciplines and means that Ray is managing business-to-business relationships pretty much every day of the week.  This comes as no surprise to him; all business is about managing relationships and he learnt that very early in his professional life.  That professional life began in the private sector and before pursuing an academic career he occupied positions at GEC-Marconi leading the company’s involvement in a... More About Author

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ISBN: 9789386062734
₹445.00