Includes bibliographical references and index.

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

"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 examples and case studies covering small firms in business markets. New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord, ValCo Engineering Ltd and Volkswagen. Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor's manual containing guidance and links to online content such as video marterial, reports, websites and relevant journal articles for each chapter. The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing" Provided by publisher.

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management

English