企業間マーケティングの理論と実践の両方をカバーするテキスト第6版。オンラインリソース付。新たにファイザー、トヨタ、フォルクスワーゲンなどの事例を収録。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, and new organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen.