Business-to-Business Marketing

by Ross Brennan, Louise Canning, Raymond McDowell

Overview

Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition:

• Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms
• New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal Flora Holland, Toyota, Trellebord,Val Co Engineering Ltd and Volkswagen
• Updated online resources for instructors to use and share in their teaching with students, including Power Point slides, a testbank, and an instructor’s manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter

The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing. Ross Brennan was the former professor of industrial marketing at the University of Hertfordshire, UK. Louise Canning is Associate Professor of Marketing at Kedge Business School, Marseille France. Helen Mc Grath is Lecturer in Marketing at University College Cork, Ireland.

Product Details

ISBN-13:	9781526494399
Publisher:	SAGE Publications
Publication date:	09/08/2020
Edition description:	Fifth Edition
Pages:	424
Product dimensions:	7.44(w) x 9.68(h) x (d)

About the Author

Ross Brennan Ph D was the former Professor of Industrial Marketing at the University of Hertfordshire. His areas of research interest included relationships and networks in business markets, macromarketing, social marketing and marketing education. Ross’s work has been published in journals such as Journal of Business Research, Journal of Advertising Research, Marketing Theory, European Journal of Marketing, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Business-to-Business Marketing, Journal of Macromarketing and Journal of Marketing Education.

Louise Canning Ph D is Associate Professor of Marketing at Kedge Business School, France. Louise’s research has primarily been in business-to-business marketing, covering areas such as adaptation, business communication and sustainability in inter-firm relationships. Her work has been published in journals such as Ecological Economics, European Journal of Marketing, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Marketing Management and Sociology.

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 1: 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 2: 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 3: Communicating and Interacting with Customers
Chapter 7: Market Communication
Chapter 8: Relationship Communication
Chapter 9: Relationship Portfolios and Key Account Management
Part 4: Managing Marketing Processes
Chapter 10: Managing Product Offerings
Chapter 11: Routes to Market
Chapter 12: Price-setting in Business-to-business Markets

Editorial Reviews

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

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

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

'The advantage of the approach taken by this textbook is that it manages to convey both the typical North American view of b2b marketing as the optimisation of a set of marketing mix variables, and the more emergent European view of b2b marketing as being focused on the management of relationships between companies. It is truly a most welcome addition to the bookshelves of those students and faculty interested in this facet of marketing.'

Peter Naude

‘This textbook stands out from others by combining multiple approaches to b2b marketing theory with up-to-date examples from practice. The inclusion of many international examples makes it invaluable for faculty and students worldwide. It is a must read for students and a truly refreshing addition to any marketing course.’

Catherine Sutton-Brady

'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