Business-to-Business Marketing

This textbook provides comprehensive and up-to-date coverage of global business-to-business (B2B) marketing, with increased coverage of digital transformation, responsible business, and small firms. It is suitable for students and researchers in B2B/industrial marketing and includes updated online resources for instructors.

Format: Hardback
Length: 424 pages
Publication date: 27 February 2024
Publisher: Sage Publications Ltd

This comprehensive and regularly updated textbook offers a European perspective on global business-to-business (B2B) marketing, encompassing both theory and practice. Written by experts in the field, it provides a thorough exploration of the world of B2B marketing, covering various aspects such as digital transformation, responsible business practices, and small firm strategies.

The sixth edition of this textbook introduces several notable enhancements. It offers expanded and updated coverage, including new content on digital transformation and responsible business, as well as additional coverage on small firms. The book also includes updated organizational coverage, showcasing companies and brands like Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord, ValCo Engineering Ltd, and Volkswagen.

To enhance the teaching experience, the textbook includes updated online resources for instructors. These resources include PowerPoint slides, a test bank, and an instructors manual. The manual provides guidance and links to online content, such as video material, reports, websites, and relevant journal articles, for each chapter. This allows instructors to effectively utilize the textbook in their teaching and facilitate student learning.

The textbook is designed to cater to students enrolled in B2B/industrial marketing modules at undergraduate and postgraduate levels. It is also valuable for researchers and practitioners involved in B2B/industrial marketing, offering valuable insights and practical knowledge.

Ross Brennan, a former professor of industrial marketing at the University of Hertfordshire, UK, is the author of this textbook. Louise Canning, Associate Professor of Marketing at Kedge Business School, Marseille, France, and Helen McGrath, Lecturer in Marketing at University College Cork, Ireland, are the co-authors.

In conclusion, this comprehensive and extensively revised textbook provides a thorough and up-to-date exploration of global B2B marketing, offering valuable insights and practical knowledge to students, researchers, and practitioners alike. Its European perspective and expert authorship make it an essential resource for anyone interested in this field.

Weight: 1080g
Dimension: 246 x 189 (mm)
ISBN-13: 9781529791518
Edition number: 6 Revised edition