‘This textbook stands out from others by combining multiple approaches to B2B marketing theory with up-to-date examples from practice. The inclusion of many international examples makes it invaluable for faculty and students worldwide. It is a must read for students and a truly refreshing addition to any marketing course.’ – Catherine Sutton-Brady, Associate Professor of Marketing, The University of Sydney Business School

Taking in both European and US approaches to form a balanced, global-minded text and covering both the theory and practice of global business-to-business marketing, the new Fourth Edition:

• Includes new coverage of digital and social media marketing in the B2B environment, to reflect online developments


• Is updated to reflect the effects and impact of global changes such as the legally binding deal signed at the Paris Climate Conference (Dec. 2015)


• Includes new ‘scenario’ boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.

The book is complimented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, web links and selected author videos to make the examples in each chapter come to life.

Suitable for all students taking B2B marketing modules.