Business to Business Marketing Management

Business to Business Marketing Management: A Global Perspective, now in its fully updated third edition, provides a comprehensive examination of the intricacies involved in B2B markets. Unlike traditional texts that center on a specific region, this book adopts an international outlook, presenting cases and insights from across the globe. It addresses the unique challenges posed by complex products and sophisticated buyers, who require more than the standard marketing approach. Drawing on a wealth of experience from its international author team, this edition integrates strategic marketing frameworks with contemporary issues such as digital transformation, CRM, and social media. Early discussions on ethics and corporate social responsibility set the stage for a nuanced study of global B2B dynamics, including service marketing and the role of trade shows and market research. Ideal for both students and practitioners, this insightful text balances academic depth with readability, equipping readers with the tools needed to navigate the complexities of today's global B2B marketplace.