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Overview

Marketing to organisations is a substantial and dynamic sector of marketing, yet its activities are hidden from view for most students. This new textbook opens up this fascinating and important world to readers, clearly explaining the parallels between business to business and consumer marketing, while also emphasising the unique concepts and practices developed for this field.

Wim G. Biemans draws from more than two decades’ experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.

Key Features

• European perspective: highlighting the issues relevant to companies operating in Europe, and featuring numerous European business examples and cases.
• Focused content: carefully selected to cover the core themes in typical Business Marketing courses in a compact format.
• Bridges contemporary and traditional models: the prominent value creation model is emphasised as an underlying theme and integrated with more traditional frameworks.
• Practical approach: focuses on the processes used by real managers, and brought to life with mini cases on real companies and insights into current trends and issues.

About the Author

Wim G. Biemans is Associate Professor at the Faculty of Economics and Business, University of Groningen. Wim’s book on Business Marketing Management: Strategy, Planning and Implementation is highly successful in its fifth Dutch edition and he received the Thomas P. Hustad Best Paper Award for Outstanding Professional Contribution for 2007.