The Second Edition of Business-to-Business Marketing offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined:
- Featuring updated case studies and a range of new examples
- Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability
- Extended coverage of Key Account Management
- Online lecturer support including Power Point slides and key web links
Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and to postgraduate students of marketing, management and business studies.
About the Author
Dr Ross Brennan is Professor of Industrial Marketing at the Hertfordshire Business School, University of Hertfordshire. His research interests are in business-to-business marketing strategy, macromarketing, cross-cultural marketing and marketing pedagogy. Ross Brennan’s research has been published in a wide range of academic journals including the European Journal of Marketing, Industrial Marketing Management, the Journal of Macromarketing, the Journal of Marketing Education, the Journal of Marketing Management, and the Journal of Business & Industrial Marketing. Dr Brennan is active within the UK Academy of Marketing and the International Marketing & Purchasing Group (IMP) research networks, and is a member of the editorial board at five international academic journals, including Industrial Marketing Management and the Journal of Business to Business Marketing. Having formerly worked in business-to-business marketing and strategic management roles with BT plc, Dr Brennan’s professional interest in B2B relationships was further developed through a Ph D investigating inter-firm buyer-seller relationships undertaken at the University of Manchester Institute of Science & Technology. His most recently published research addresses the implications of social media for B2B relationships.
Dr Louise Canning held international sales and marketing posts in the steel and engineering industries before moving into higher education as an ESCRC teaching fellow at UWE Bristol and completing her doctoral investigation of environmental adaptation in buyer-supplier relationships. Louise’s continued interest in sustainability and the interface between business and consumer markets has most recently included the examination of human disposition. Besides sustainability, Louise’s other research interests include business market communication and small business development, her work having been published in leading journals such as European Journal of Marketing, Journal of Business and Industrial Marketing, Journal of Marketing Management, and Journal of Services Marketing. Louise is an active member of the International Marketing and Purchasing (IMP) research group and regular reviewer for various publications, including Industrial Marketing Management. Louise was appointed Associate Professor at Kedge Business School, France in September 2013 having previously worked at the University of Birmingham, UK.
Ray Mc Dowell is the Associate Dean of Resources and Planning, Bristol Business School, University of the West of England, UK. The Department numbers about 100 permanent staff across the range of management disciplines and means that Ray is managing business-to-business relationships pretty much every day of the week. This comes as no surprise to him; all business is about managing relationships and he learnt that very early in his professional life. That professional life began in the private sector and before pursuing an academic career he occupied positions at GEC-Marconi leading the company’s involvement in a collection of international research collaborations. Those professional experiences fostered a particular interest in business-to-business marketing and relationships in particular that he has pursued ever since and which was magnified ten-fold as a consequence of his involvement with the work of the IMP Group of researchers.
Despite a role at the university that precludes as active an engagement with students as he used to have and that allows for as much involvement in business to business research as he’d probably prefer, he still gets a tremendous buzz from talking to companies about the sorts of business to business relationships they have. He is constantly amazed at the number of times he hears company directors describe the relationship they would like to have (rather than recognising the relationship they actually have) and bemoan the fact that counterparts don’t seem to treat them as they’d prefer. If only they all read business-to-business marketing books like this one.
Table of Contents
PART ONE: FUNDAMENTALS OF BUSINESS-TO-BUSINESS MARKETINGBusiness-to-Business Markets and MarketingBuyer BehaviourInter-Firm Relationships and NetworksPART TWO: BUSINESS-TO-BUSINESS MARKETING ANALYSIS AND STRATEGYBusiness-to-Business Marketing StrategyResearching Business-to-Business MarketsBusiness Market SegmentationPART THREE: COMMUNICATING AND INTERACTING WITH CUSTOMERSMarket CommunicationRelationship CommunicationRelationship Portfolios and Key Account ManagementPART FOUR: MANAGING MARKETING PROCESSESManaging Product OfferingsRoutes to MarketPrice-Setting in Business-to-Business Markets