Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing.New to this sixth edition: * Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms * New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen * Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor’s manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter. The 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.ROSS BRENNAN was the former professor of industrial marketing at the University of Hertfordshire, UK.LOUISE CANNING is Associate Professor of Marketing at Kedge Business School, Marseille France.HELEN MCGRATH is Lecturer in Marketing at University College Cork, Ireland.