Business-to-business Marketing - Strategies and Implementation

This book is an adaptation of a successful French text, which is itself now into its second edition. The text is designed specifically for those students taking a business-to-business marketing or industrial marketing module at undergraduate or postgraduate level, and is designed to give the reader a thorough knowledge of how business-to-business markets operate.

A major strength of this text is the European perspective it offers. It is an academically rigorous text, with strong practical application, that has been tried in a variety of business settings.

The text stresses the diversity that is found in the business-to-business environment and provides useable frameworks for dealing with this diversity. The book provides a theoretically sound and managerially useful approach to managing in business-to-business markets.