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Business-to-Business Marketing
Business-to-Business Marketing

Business-to-Business Marketing

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Author: Ross Brennan
Publisher: SAGE Publications Ltd
Edition: 5th Edition
ISBN-13: 9781526494399
Publishing Year: April 2020
No. of Pages: 424
Weight: 860 grm
Language: English
Book Binding: Paperback

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Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies. New to the 5th edition: Coverage throughout of digital transformation and social responsibility in business markets ‘Scenario’ boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles. Examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the b2b marketing environment Further and updated company content, including brands such as Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger Updated online resources, including author-selected SAGE journal articles and videos supporting each chapter. ... Read more Read less

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Business-to-Business Marketing

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