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Business-to-Business Marketing

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
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March 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
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


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 is Associate Professor of Marketing at Kedge Business School, France. Louise’s research has primarily been in business-to-business marketing, covering areas such as adaptation, business communication and sustainability in inter-firm relationships. Recent work includes social media in business markets, inter-firm relationships and SMES as well as the interface between business and consumer markets in relation to disposal practices and the circular economy. Her work has been published in journals such as Ecological Economics, European Journal of Marketing, Industrial Marketing Management, Journal of Business and Industrial... 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