chapter contains a detailed case study to further engage the reader with the topics examined: Featuring updated case studies and a range of new examplesIncorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainabilityExtended coverage of Key Account ManagementOnline lecturer support including PowerPoint slides and key web linksDrawing 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.

Hide more