Business-to-Business Marketing

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 MarketingChapter 1: Business-to-Business Markets and MarketingChapter 2: Buyer BehaviourChapter 3: Inter-firm Relationships and NetworksPart 2: Business-to-Business Marketing Analysis and StrategyChapter 4: Responsible Business-to-Business StrategyChapter 5: Researching Business-to-business MarketsChapter 6: Business Market SegmentationPart 3: Communicating and Interacting with CustomersChapter 7: Market CommunicationChapter 8: Relationship CommunicationChapter 9: Relationship Portfolios and Key Account ManagementPart 4: Managing Marketing ProcessesChapter 10: Managing Product OfferingsChapter 11: Routes to MarketChapter 12: Price-setting in Business-to-business Markets