Business-to-Business Marketing 6/e

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.

Part 1: Fundamentals of Business-to-Business Marketing Chapter 1: Business-to-Business Markets and Marketing Chapter 2: Buyer Behaviour Chapter 3: Inter-firm Relationships and Networks Part 2: Business-to-Business Marketing Analysis and Strategy Chapter 4: Responsible Business-to-Business Strategy Chapter 5: Researching Business-to-business Markets Chapter 6: Business Market Segmentation Part 3: Communicating and Interacting with Customers Chapter 7: Market Communication Chapter 8: Relationship Communication Chapter 9: Relationship Portfolios and Key Account Management Part 4: Managing Marketing Processes Chapter 10: Managing Product Offerings Chapter 11: Routes to Market Chapter 12: Price-setting in Business-to-business Markets