Business-to-Business Marketing - Tapa blanda

'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.'

‘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.’

This comprehensive yet concise text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world.

New to this edition:

• More coverage of digital marketing and social media in relation to B2B
• More coverage of issues relating to sustainability and corporate social responsibility 
• More visual features and an update of the ‘B2B Snapshots’
• New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal

This new edition also includes more extensive online resources including full lecturer materials with new exam questions and further materials for students including video links, further case studies, a quiz and open access links to relevant SAGE journal articles per chapter.

The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing.

Electronic inspection copies are available for instructors.