\u003cp\u003eWritten from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing.\u003cp\u003eNew to this sixth edition:\u003cul\u003e\u003cli\u003eIncreased and updated coverage covering digital transformation and responsible business as well as new content on small firms\u003cli\u003eNew organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen\u003cli\u003eUpdated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructorâs manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter.\u003c/ul\u003e\u003cp\u003eThe textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing.\u003cp\u003e\u003cstrong\u003eRoss Brennan\u003c/strong\u003e was the former professor of industrial marketing at the University of Hertfordshire, UK.\u003cp\u003e\u003cstrong\u003eLouise Canning\u003c/strong\u003e is Associate Professor of Marketing at Kedge Business School, Marseille France.\u003cp\u003e\u003cstrong\u003eHelen McGrath\u003c/strong\u003e is Lecturer in Marketing at University College Cork, Ireland.
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