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

Fourth 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


© 2017 | 416 pages | SAGE Publications Ltd
Taking in both European and US approaches to form a balanced, global-minded text and covering both the theory and practice of global business-to-business marketing, the new Fourth 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.
The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, web links and selected author videos to make the examples in each chapter come to life.

Suitable for all students taking B2B marketing modules.
 
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 Market 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
 
References

Supplements

Click for online resources

Instructors

·         PowerPoint Slides

·         Instructor's Manual

·         Sample Exam Questions

Students

·         MCQs

·         SAGE Journal Articles

·         Video links      
·         Weblinks

This textbook takes a refreshing approach to B2B marketing. Its inclusion of theory on the importance of relationships in B2B marketing makes it a standout. Combining theory with up-to-date case studies and examples makes it invaluable for students and faculty. It is a welcome addition to any marketing course at both undergraduate and postgraduate levels.

Dr. Catherine Sutton-Brady
Associate Professor, Discipline of Marketing, The University of Sydney Business School

Business-to-Business Marketing offers fresh insights into both the theory and practice of industrial marketing. This textbook competently combines highly relevant concepts and models with a wealth of very interesting and useful examples, cases and practical exercises from a variety of industries and contexts. Students of all levels, including doctoral, will find this book an inseparable companion.

Professor Enrico Baraldi
Department of Engineering Sciences, Uppsala University, Sweden

This is a very interesting textbook which provides an updated and comprehensive knowledge about B2B Marketing. It offers both in-depth theoretical foundation and accessible, real-world examples, something that is rare to find in textbooks. It will be useful to both students and practitioners alike.

Dr. Nektarios Tzempelikos
Lord Ashcroft International Business School, Anglia Ruskin University
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.

Sample Materials & Chapters

Chapter 7 - Market Communication


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