This comprehensive yet concise textbook covers both the theory and practice of business-to-business (b2b) marketing in a globalised world from a European perspective.

It combines multiple approaches to b2b marketing theory with up-to-date international examples, thereby making the text valuable for faculty and students worldwide. This textbook is relevant to all students taking a university module in b2b marketing at undergraduate or postgraduate levels.

New to this edition:

• 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