Business-To-Business Marketing (Paperback)

Business-To-Business Marketing By Ross Brennan, Louise Canning, Raymond McDowell Cover Image
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Description


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.

Product Details
ISBN: 9781526494399
ISBN-10: 1526494396
Publisher: Sage Publications Ltd
Publication Date: September 8th, 2020
Pages: 424
Language: English