Business to Business Marketing: Relationships, Systems and Communications (Paperback)

Business to Business Marketing is written from a marketing management perspective and uniquely integrates key themes in this area. Not only focusing on the nature and characteristics of B2B communications, this book provides an important, though often neglected, bridge between marketing and information systems concepts, within the context of interorganisational relationships.

This applied book is orientated to the UK and European markets, although examples are drawn from other regions of the world in order to reflect good practice and the wider global perspective.

Business to Business Marketing is geared towards both postgraduate and final year undergraduate students. This book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, E-Business, Business Studies, Business Information Systems and MBA programmes in particular. It can also be used for related units in Engineering and Social studies programmes. Students following the CIM’s Professional Diploma – Marketing Communications will also benefit from this book, as well as those taking stand-alone professional B2B marketing seminars.

"Business to Business Marketing is comprehensive and rigorous, yet highly accessible. The material is bang up to date, with a plethora of examplesfrom around the globe and a bold assertion of the importance of IT and the Internet. I really enjoyed reading this new book and I am sure my students would be similarly enthusiastic." Nick Ellis, Research Fellow in Marketing, The Management Centre, University of Leicester.

A superb examination of the integration of relationships and technology that characterise contemporary B2B marketing practice! Chris and Karen Fill bring to life B2B marketing from a marketing management perspective. Unlike other books in this area, B2B Marketing: relationships, systems and communications considers the subject through two primary themes— the management of interorganisational relationships AND the impact of information systems and technology on organisational performance.

Geared toward both postgraduate and final year undergraduate students, this book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, Business Studies, eBusiness, Business Information Systems, and MBAs. It can also be used for related units in Engineering and Social Studies based programmes. Students following the CIM’s Professional Diploma Module, Marketing Communications, will also benefit from this book, as well as those taking stand-alone professional B2B Marketing seminars.

"Business to Business Marketing will help change the view students may haveof B2B as a less glamorous, creative or interesting area of marketing. Excellently written, well presented and full of real life illustrations, Business to Business Marketing is a pleasure to read and I will gladly recommend it to my colleagues."Adriana Dredge, Senior Lecturer at LCP, London Institute

Visit www.booksites.net/fill to access a wide range of teaching and learning resources that accompany the book.

Chris Fill is currently Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. Recently appointed a Fellow of Chartered Institute of Marketing, he is also their Senior Examiner for the Marketing Communications module.

Karen Fill has worked in the commercial world as a systems analyst/consultant. She is currently working at the University of Southampton as a researcher in the field of educational technology and learning design.