Summary
The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined.
- Featuring updated case studies and a range of new examples.
- Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability.
- Extended coverage of Key Account Management
- Online lecturer support including PowerPoint slides and key web links
Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and to postgraduate students of marketing, management and business studies.
Praise for the Second Edition :
′I found that the first edition of Brennan, Canning and McDowell′s text was excellent for raising students′ awareness and understanding of the most important concepts and phenomena associated with B2B marketing. The second edition should prove even more successful by using several new case studies and short ′snapshots′ to illustrate possible solutions to common B2B marketing dilemmas, such as the design and delivery of business products and services, the selection of promotional tools and alternative routes to market. The new edition also deals clearly with complex issues such as inter-firm relationships and networks, e-B2B, logistics, supply chain management and B2B branding′ - Michael Saren, Professor of Marketing, University of Leicester
′This textbook makes a unique contribution to business-to-business teaching: not only does it provide up-to-date cases and issues for discussion that reach to the heart of business-to-business marketing; it also brings in the latest academic debates and makes them both relevant and accessible to the readers. A fantastic addition to any library or course′ - Dr Judy Zolkiewski, Senior Lecturer in Business-to-Business Marketing, Manchester Business School
′The advantage of the approach taken by Brennan and his colleagues is that this book 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. This updated second edition sees the addition of a number of ′snapshots′ in each chapter that bring the subject alive through the description of current examples, as well as some more expansive end-of-chapter case studies. It is truly a most welcome addition to the bookshelves of those students and faculty interested in this facet of marketing′ - Peter Naudé, Professor of Marketing, Manchester Business School
′The strength of this text lies in the interconnection of academic theory with real world examples. Special attention has been given to the role that relationships play within the Business-to business environment, linking these to key concepts such as segmentation, targeting and marketing communications, which importantly encompasses the role personal selling as relationshipmmunications building and not just order taking. With good coverage of international cultural differences this is a valuable resource for both students of marketing and sales′ - Andrew Whalley, Lecturer in Business-to-Business Marketing, Royal Holloway University of London
′The text provides an authoritative, up-to-date review of organisational strategy development and ′firmographic′ market segmentation. It provides a comprehensive literature review and empiric examples through a range of relevant case studies. The approach to strategy formulation, ethics and corporate social responsibility are especially strong′ - Stuart Challinor, Lecturer in Marketing, Newcastle University
′This revised second edition offers an excellent contemporary view of Business-to-Business Marketing. Refreshingly, the text is packed with an eclectic mix of largely European case studies that make for extremely interesting reading. It is a ′must read′ for any undergraduate or postgraduate Marketing student′ - Dr Jonathan Wilson, Senior Lecturer, Ashcroft International Business School, Anglia Ruskin University, Cambridge
