Unlock the intricacies of global Business-to-Business (B2B) marketing with this essential textbook, designed for students and professionals alike. This sixth edition, from a European perspective, offers a comprehensive exploration of B2B marketing theory and practice. Discover updated insights into digital transformation, responsible business, and marketing strategies for small firms. Featuring case studies from leading organizations like Toyota, Pfizer, and Volkswagen, this resource provides practical examples and current industry trends. Ideal for undergraduate and postgraduate B2B/industrial marketing modules, it includes enhanced online resources for instructors and students. Enhance your understanding of modern B2B marketing with this authoritative guide from renowned academics Ross Brennan, Louise Canning, and Helen McGrath.