Business-To-Business Marketing

by Raymond McDowell, Louise Canning, Ross Brennan, et al.

Book 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 FloraHolland,...

• Format: Paperback
• Language: English
• ISBN: 1529791502
• ISBN13: 9781529791501
• Release Date: April 2024
• Publisher: Sage Publications Ltd
• Length: 424 Pages
• Weight: 1.67 lbs.
• Dimensions: 0.9" x 7.4" x 9.7"

Customer Reviews

Inter-firms relationships: the greater value of this book

Praise for Chapter Three. Inter-companies relationships towards a networked community. The authors do a splendid work getting into risks, power dependence, the social dimension and the IMP relationship model. Good overall summary of buyer behaviour as well. Cleverly written chapter on company strategy, and deep thoughts on Sales Force philosophy. Marketing is "iterative and not something that the seller does to the purchaser". Naturally, this is easier to say than to practise. The Preface, written by all three authors is somewhat misleading. This is not a European B2B Marketing book, for there is no "European B2B Marketing" per se. As a fact, most conceptual models in this book came from early American scholars. Second, other topics covered in the book are quite similar than much older texts. Nothing new on Market Research, or Market Segmentation from 1980s Fred Webster texts. Overall, a good book for the reflective practitioner who likes to be aware of the raison d'être before practise. Claudio Saavedra, MBA., PhD Professor of Industrial Marketing Santiago - Chile [...]