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:

Other Titles in:
Business -To-Business Marketing | Marketing

April 2020 | 424 pages | SAGE Publications Ltd

Brennan, Canning & McDowell 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 5th 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

Some interesting case for teaching

Dr Mara Miele

Planning and Geography, Cardiff University

December 18, 2020

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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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