Business to Business Marketing Management: A Global Perspective

Business-to-Business (B2B) markets are more complex than consumer markets and require a specific skillset from marketers. This textbook takes a global approach, with new and updated case studies from various regions, and is ideal for introductory B2B and intensive courses. It is also comprehensive enough to cover all aspects of B2B marketing management and is accompanied by an extensive collection of resources to aid tutors.

Format: Paperback / softback
Length: 520 pages
Publication date: 23 December 2021
Publisher: Taylor & Francis Ltd

Business-to-Business (B2B) markets present a distinct set of challenges compared to consumer markets, necessitating a specialized skillset from marketers. B2B buyers, often dealing with intricate products, possess extensive product knowledge and exhibit heightened expertise and expectations compared to the average consumer. This textbook adopts a globally-oriented approach, drawing upon the expertise of an international team of authors and real-life cases from across the globe.

In this revised and updated edition, every chapter has been thoroughly revised to align with the latest business-to-business research, while also introducing new coverage of non-profit and government marketing, digital marketing, ethics, and corporate social responsibility.

One of the unique features of this textbook is its strategic placement of B2B within a marketing context. It delves into the complexities of hypercompetition and provides a comprehensive examination of global B2B services marketing, trade shows, and market research.

Designed to be more selective, concise, and accessible than other B2B textbooks, this textbook is particularly well-suited for introductory B2B courses and intensive programs. It offers a comprehensive coverage of all the essential aspects of B2B marketing management, making it an invaluable resource for both students and practicing marketers seeking to enhance their knowledge and expertise.

To support tutors in their teaching endeavors, the textbook is accompanied by an extensive collection of resources. These include a comprehensive set of PowerPoint slides, a test bank of questions, and practical exercises designed to facilitate student learning and engagement.

In conclusion, this textbook offers a comprehensive and internationally-focused perspective on B2B marketing, providing students and practitioners with the essential knowledge and skills needed to succeed in this complex and dynamic field.

Weight: 1062g
Dimension: 174 x 311 x 28 (mm)
ISBN-13: 9780367757946
Edition number: 4 New edition