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Business Marketing: The Theory and Practice of B2B

DOI: 10.23912/978-1-906884-54-3-2069

ISBN: 978-1-906884-54-3

Published: November 2011

Component type: book



The once predictable world of business marketing is changing. It is now a complex and challenging environment populated by an increasing number of channels, fast developing technology, the expectation that everything and everyone is accountable, and characterised by changing buyer behaviours and an emphasis on conversations and connectedness. Despite these complexities and challenges, at the root of business marketing remains the need to find, develop and maintain relationships. Accordingly, this book is anchored to two main principles, namely, generating demand and building fruitful marketing-based relationships. To drive demand, establish relationships that are of mutual value, and to weave a route through the various complexities, it is important to understand the nature and changing perspectives of B2B buyers. From this knowledge, organisations are better placed to create more buyer-centric demand generation strategies. This book is underpinned and shaped by these ideas. Demand generation issues are recognised throughout the book and a chapter is dedicated to understanding relationship marketing principles.

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  • Chris Fill (Author)
  • Scot McKee (Author)

Cite as

Fill & McKee, 2011

Fill, C. & McKee, S. (2011) Business Marketing: The Theory and Practice of B2B. Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-2069


Chapter 1 An Introduction to Business Marketing (Fill & McKee)

Chapter 2 Business Products and Services (Fill & McKee)

Chapter 3 Organisational Buying Behaviour (Fill & McKee)

Chapter 4 Relationship Marketing (Fill & McKee)

Chapter 5 Strategy Segmentation, Positioning and Pricing (Fill & McKee)

Chapter 6 Marketing Channels (Fill & McKee)

Chapter 7 Supply Chains, Channel Structures and Networks (Fill & McKee)

Chapter 8 Managing B2B Relationships (Fill & McKee)

Chapter 9 Principles of Business Marketing Communications (Fill & McKee)

Chapter 10 The Business Marketing Communications Mix (Fill & McKee)

Chapter 11 Personal Selling and Key Account Management (Fill & McKee)


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