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.   Ray McDowell is the Associate Dean of Resources and Planning, Bristol Business School, University of the West of England, UK.  The Department numbers about 100 permanent staff across the range of management disciplines and means that Ray is managing business-to-business relationships pretty much every day of the week.  This comes as no surprise to him; all business is about managing relationships and he learnt that very early in his professional life.  That professional life began in the private sector and before pursuing an academic career he occupied positions at GEC-Marconi leading the company’s involvement in a collection of international research collaborations.  Those professional experiences fostered a particular interest in business-to-business marketing and relationships in particular that he has pursued ever since and which was magnified ten-fold as a consequence of his involvement with the work of the IMP Group of researchers.  Despite a role at the university that precludes as active an engagement with students as he used to have and that allows for as much involvement in business to business research as he’d probably prefer, he still gets a tremendous buzz from talking to companies about the sorts of business to business relationships they have.  He is constantly amazed at the number of times he hears company directors describe the relationship they would like to have (rather than recognising the relationship they actually have) and bemoan the fact that counterparts don’t seem to treat them as they’d prefer.  If only they all read business-to-business marketing books like this one.

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 Market 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
References