Business to Business Marketing Management: A Global Perspective

Leveraging its distinctive global perspective on the business-to-business (B2B) marketing environment, the fifth edition of this well-regarded textbook provides readers with essential strategies for navigating the increasingly borderless world of B2B marketing today.

All chapters have been updated to incorporate contemporary research insights on B2B marketing. New material has been added throughout the book addressing cutting-edge technological developments in the B2B sphere, particularly ar...