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Business-to-Business Marketing (SAGE Advanced Marketing Series)

Business-to-Business Marketing (SAGE Advanced Marketing Series)

by Dr Ross Brennan (Author), Dr Louise E Canning (Author), RaymondMcDowell (Author)

  • Used

    Paperback 2010

    $7.22
Synopsis

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, open access links to recent and relevant SAGE journal articles, further cases and a quiz. 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.

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More Information

Format: Paperback
 Pages: 408
 Edition: Second Edition
 Publisher: Sage Publications Ltd
Published: 20 Oct 2010
ISBN 10: 1849201560
ISBN 13: 9781849201568

Author Bio
Dr Ross Brennan is Professor of Industrial Dr Louise Canning held international sales and marketing posts in the steel and engineering industries before moving into higher education as an ESCRC teaching fellow at UWE Bristol and completing her doctoral investigation of environmental adaptation in buyer-supplier relationships. Louise's continued interest in sustainability and the interface between business and consumer markets has most recently included the examination of human disposition. Besides sustainability, Louise's other research interests include business market communication and small business development, her work having been published in leading journals such as European Journal of Marketing, Journal of Business and Industrial Marketing, Journal of Marketing Management, and Journal of Services Marketing. Louise is an active member of the International Marketing and Purchasing (IMP) research group and regular reviewer for various publications, including Industrial Marketing Management. Louise was appointed Associate Professor at Kedge Business School, France in September 2013 having previously worked at the University of Birmingham, UK. Ray McDowell is the Head of Department for Business and Management at the University of the West of England in the 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.