The Second Edition
of Business-to-Business Marketing
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.