Business-to-Business Marketing by Ross Brennan

Business-to-Business Marketing by Ross Brennan

Suitable for students taking B2B marketing modules, this title takes in both European and US approaches to form a balanced, globally minded text. It covers both the theory and practice of global business-to-business marketing. It also includes coverage of digital and social media marketing in the b2b environment, to reflect online developments.

This textbook takes a refreshing approach to B2B marketingIts 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
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 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

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	9781473973442
ISBN 10	1473973449
Title	Business-to-Business Marketing
Author	Ross Brennan
Condition	Unavailable
Binding Type	Paperback
Publisher	Sage Publications Ltd
Year published	2017-06-01
Number of pages	416
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.