Business-to-Business Marketing
Regular price
€64.99
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 FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen
- Updated online resources for instructors to use and share in their teaching with students, including PowerPoint 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 McGrath is Lecturer in Marketing at University College Cork, Ireland.
Ross Brennan PhD 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 PhD 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.
Helen McGrath PhD is Lecturer in Marketing in the Department of Management and Marketing in University College Cork, Ireland. Her research specialism centres on the development of network capability in entrepreneurial firms, and she has published in journals such as Industrial Marketing Management, International Small Business Journal, European Journal of Marketing and Journal of Business and Industrial Marketing.