Brennan and Canning cover the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating theà  subject with a wideà  range of learning features andà  case studies.
Brennan and Canning cover the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating theà  subject with a wideà  range of learning features andà  case studies.
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.
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Part I: 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 II: 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 III: Communicating and Interacting with Customers Chapter 7: Marketing Communication Chapter 8: Relationship Communication Chapter 9: Relationship Portfolios and Key Account Management Part IV: Managing Marketing Processes Chapter 10: Managing Product Offerings Chapter 11: Routes to Market Chapter 12: Price-Setting in Business-to-Business Markets Glossary
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
