Leveraging its distinctive global perspective on the Business to Business (B2B) marketing environment, the 5th edition of this well-regarded textbook provides readers with essential strategies for navigating the increasingly borderless world of B2B marketing today.

All chapters have been updated to incorporate contemporary research insights on B2B Marketing. New material has been added throughout the book addressing cutting-edge technological developments in the B2B sphere, particularly AI, empowering readers to confidently overcome the disruption affecting the field and instead harness the strategic opportunities offered by these changes. This textbook is supported by a wealth of pedagogical features, also revised for this edition, such as international case studies and real-life examples, accompanying case questions, talking points, chapter objectives, chapter summaries, and review questions.

Comprehensive and readable, this is ideal for advanced undergraduate and postgraduate students of B2B Marketing, Marketing Management and Marketing Strategy.

Online supplementary resources include chapter PowerPoint slides and a comprehensive instructor guide containing teaching notes, practical exercises, a test bank of exam questions and essay topics, and an additional case study with questions designed for each chapter topic to aid student learning.