Business-to-Business Marketing

Sixth Edition

Ross Brennan - Professor of Industrial Marketing, Hertfordshire Business School, University of Hertfordshire, UK
Louise Canning - Associate Professor of Marketing, Kedge Business School, France
Helen McGrath - Lecturer in Marketing, University College Cork, Ireland

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Courses:
Business-to-Business (or Industrial) Marketing | Business-to-Business (or Industrial) Marketing

March 2024 | 424 pages | SAGE Publications Ltd

Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition:

Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms
New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen
Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor’s manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter

The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing. Ross Brennan was the former professor of industrial marketing at the University of Hertfordshire, UK. Louise Canning is Associate Professor of Marketing at Kedge Business School, Marseille France. Helen McGrath is Lecturer in Marketing at University College Cork, Ireland.

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ISBN: 9781529791501	Paperback	Suggested Retail Price: $72.00	Bookstore Price: $57.60
ISBN: 9781529791518	Hardcover	Suggested Retail Price: $179.00	Bookstore Price: $143.20
ISBN: 9781529679618	Electronic Version	Suggested Retail Price: $65.00	Bookstore Price: $52.00

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Part 1: 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 2: 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 3: Communicating and Interacting with Customers

Chapter 7: Market Communication

Chapter 8: Relationship Communication

Chapter 9: Relationship Portfolios and Key Account Management

Part 4: Managing Marketing Processes

Chapter 10: Managing Product Offerings

Chapter 11: Routes to Market

Chapter 12: Price-setting in Business-to-business Markets

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Key features

NEW TO THIS EDITION:

Includes new coverage of digital and social media marketing in the B2B environment, to reflect online developments
Is updated to reflect the effects and impact of global changes such as the legally binding deal signed at the Paris Climate Conference (Dec. 2015)
Includes new ‘scenario’ boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.

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