Publisher's Synopsis
This comprehensive yet concise textbook covers both the theory and practice of business-to-business (b2b) marketing in a globalised world from a European perspective. It combines multiple approaches to b2b marketing theory with up-to-date international examples, thereby making the text valuable for faculty and students worldwide. This textbook is relevant to all students taking a university module in b2b marketing at undergraduate or postgraduate levels. New to this edition: More coverage of digital marketing and social media in relation to b2b More coverage of issues relating to sustainability and corporate social responsibility More visual features and an update of the 'b2b Snapshots' New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal
