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