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Business-to-Business Marketing

Business-to-Business Marketing

Fifth Edition
  • Ross Brennan - Professor of Industrial Marketing, Hertfordshire Business School, University of Hertfordshire, UK
  • Louise Canning - Associate Professor of Marketing, Kedge Business School, France
  • Raymond McDowell - Associate Dean of Resources and Planning, Bristol Business School, University of the West of England, UK
Additional resources:

April 2020 | 424 pages | SAGE Publications Ltd

Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies.

New to the 5th edition:

  • Coverage throughout of digital transformation and social responsibility in business markets
  • ‘Scenario’ boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.
  • Examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the b2b marketing environment
  • Further and updated company content, including brands such as Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger
  • Updated online resources, including author-selected SAGE journal articles and videos supporting each chapter.


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


Click for online resources

Lecturer resources

  • PowerPoint Slides
  • Instructor’s Manual
  • Sample Exam Questions
  • Resource Pack

Student resources

  • Video
  • SAGE Journal Articles
  • Weblinks
  • Multiple Choice Questions
  • Flashcards

Some interesting case for teaching

Dr Mara Miele
Planning and Geography, Cardiff University
December 18, 2020