Business-to-Business Marketing

Sixth Edition
Ross Brennan
Louise Canning
Helen McGrath - Lecturer in Marketing, University College Cork, Ireland
Business-to-Business Marketing
February 2024 | 424 pages | Sage UK
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Description

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.

Contents

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

Description

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.

Contents

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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Business-to-Business Marketing

Ross Brennan , Louise Canning , Helen McGrath
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February 2024 | 424 pages | Sage UK

Format Published Date ISBN Price

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.


Table Of Contents:

  • 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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