This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: 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 ; Includes more extensive online resources including full lecturer materials and further materials for students including web links, links to SAGE journal articles, exam questions and a quizes. The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing.

Part I Fundamentals of Business-to-Business Marketing -- 1 Business-to-Business Markets and Marketing -- 2 Buyer Behaviour -- 3 Inter-Firm Relationships and Networks -- Part II Business-to-Business Marketing Analysis and Strategy -- 4 Responsible Business-to-Business Strategy -- 5 Researching Business-to-Business Markets -- 6 Business Market Segmentation -- Part III Communicating and Interacting with Customers -- 7 Market Communication -- 8 Relationship Communication -- 9 Relationship Portfolions and Key Account Management -- Part IV Managing Marketing Processes -- 10 Managing Product Offerings -- 11 Routes to Market -- 12 Price-Setting in Business-to-Business Markets.