This textbook equips readers with a clear understanding of how B2B markets have evolved in recent years, from the traditional focus on product development to more targeted approaches that focus on relationships, digitalization, innovation and sustainability.
Exploring the relevant theories behind this evolution and providing an extensive understanding of contemporary marketing strategies, the book equips readers with a broad perspective of B2B marketing – the evolution, theories, concepts, and the external environment – that allows students to put theory into practice in both manufacturing and service sectors. Allowing for a holistic understanding of contemporary B2B practices, students will learn how to design a competitive marketing strategy for the current business environment.
Covering key topics such as the customer journey, branding, value co-creation and servitization, and with a wide range of case studies, this is an essential text for students at both undergraduate and post-graduate level.
Naushaba Chowdhury has over two decades of extensive experience in B2B marketing within the garment manufacturing and sourcing sectors. She brings unparalleled insight into the complexities of the global clothing industry. Her career spans senior leadership roles in Bangladesh, Cambodia, and the UK, where she has worked with both European retailers and Bangladeshi garment manufacturers, navigating the intricacies of sourcing and manufacturing. Her research stems from a rich professional background, during which she has witnessed and contributed to the evolution of B2B marketing practices. She teaches marketing and management modules across undergraduate and MBA programmes at the University of the West of Scotland, sharing her experience and academic insights with the next generation of business leaders.
Dr Pravin Balaraman is Reader (Associate Professor) in Marketing at the University of the West of Scotland. He leads the Business School's initiatives in Transnational Education and Mobility. After completing his doctoral studies, he joined UWS in 2005 and has been teaching there ever since. Before embarking on his academic career, he practised as an advocate in the appellate courts of India. His research and teaching interests include Marketing Strategy, International Business Management, Supply Chain Management, Relationship Marketing, Customer Relationship Management, Consumer Buying Behavior, International and Global Marketing, Performance Measurement, and Business-to-Business Marketing Strategy.
Professor Jonathan Liu is the Chairman of the Board of Trustees at Ming-Ai (London) Institute, UK, co-founder and Executive Dean of the International Business School in Sale, Manchester, and an Adjunct Professor at the University of Wales, Trinity St David London. He researches Entrepreneurship, Heritage, and Performance Management. He is the founding Dean of the School of Management and Leadership and Vice Provost at Elite Innovation College Cambridge. He is the Editor-in-Chief of the International Journal of Business Performance Management with Inderscience Publishers. He has over a hundred articles and a dozen books and chapters published in the Business and Management subject discipline.
Professor Ibrahim Sirkeci is a scholar and practitioner in migration studies, transnationalism, and international business strategy. He is the Director of the International Business School in Sale, Manchester, UK. He is an Adjunct Professor at Hamburg University, Germany, and has held leadership, teaching and research roles at several other British and overseas universities. He is the founder of Transnational Press London, an independent international publishing house. He is renowned for advancing the understanding of human mobility and mobilities across borders developing the conflict model of migration and coined the term ‘transnational connected consumers’. He has over 20 books and more than 200 academic articles.
Professor Jonathan A.J. Wilson is an award-winning practitioner and academic with two doctorates – specialising in the ABCDs: Advertising, Branding, Communication, and Digital. Having graduated from the faculties of Science, Art & Design, Business, and Humanities, he champions the art of Science and the science of Art. He has over 200 pieces of published work, has given over 100 conference talks, and travelled to 40 countries. He has worked with governments, organisations, brands, and professionals on bringing to life the intersection of branding, business strategy, and cultures - from countries right down to people. He has online masterclasses on authentic inclusive communication and personal branding, and received Top Voices awards from LinkedIn for 4 consecutive years, appearing in their television advertisements.
