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

Fifth Edition
  • Ross Brennan - Professor of Industrial Marketing, Hertfordshire Business School, University of Hertfordshire, UK
  • Louise 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
Additional resources:


April 2020 | 424 pages | SAGE Publications Ltd

Brennan and Canning cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies.

New to the fifth edition:

  • Coverage throughout of digital transformation and social responsibility in business markets
  • ‘Scenario’ boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.
  • Examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the b2b marketing environment
  • Further and updated company content, including brands such as Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger
  • Updated online resources, including author-selected SAGE journal articles and videos supporting each chapter.

 

 
Part I: Fundamentals of Business-to-Business Marketing
 
Chapter 1: Business-to-Business Markets and Marketing
 
Chapter 2: Buyer Behaviour
 
Chapter 3: Inter-Firm Relationships and Networks
 
Part II: Business-to-Business Marketing Analysis and Strategy
 
Chapter 4: Responsible Business-to-Business Strategy
 
Chapter 5: Researching Business-to-Business Markets
 
Chapter 6: Business Market Segmentation
 
Part III: Communicating and Interacting with Customers
 
Chapter 7: Marketing Communication
 
Chapter 8: Relationship Communication
 
Chapter 9: Relationship Portfolios and Key Account Management
 
Part IV: Managing Marketing Processes
 
Chapter 10: Managing Product Offerings
 
Chapter 11: Routes to Market
 
Chapter 12: Price-Setting in Business-to-Business Markets
 
Glossary

Supplements

Click for online resources

https://study.sagepub.com/Brennan5e

Lecturer resources

  • PowerPoint Slides
  • Instructor’s Manual
  • Sample Exam Questions
  • Resource Pack


Student resources

  • Video
  • SAGE Journal Articles
  • Weblinks
  • Multiple Choice Questions
  • Flashcards



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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 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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