Business-to-Business Marketing (Fifth Edition)

By: Ross Brennan and Louise Canning and Raymond McDowell

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Synopsis: 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.

Book Quality:: Publisher Quality
ISBN-13:: 9781529726176
Related ISBNs:: 9781526415158, 9781529726169, 9781529726213, 9781526494405, 9781526494399
Publisher:: SAGE Publications
Date of Addition:: 09/03/24
Copyrighted By:: Ross Brennan, Louise Canning and Raymond McDowell
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Business and Finance
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.