Business-to-Business Marketing by Ross Brennan

Business-to-Business Marketing by Ross Brennan

The Third Edition 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.

′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 companiesIt 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

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.   Ray McDowell 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.

SKU	Unavailable
ISBN 13	9781446273739
ISBN 10	1446273733
Title	Business-to-Business Marketing
Author	Ross Brennan
Condition	Unavailable
Binding Type	Paperback
Publisher	Sage Publications Ltd
Year published	2014-04-23
Number of pages	408
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.