Business-to-Business Marketing

Business-to-Business Marketing

Fifth edition

Hardback (18 May 2020) | English

  • $197.94
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Synopsis

Brennan and Canning 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 fifth 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 information

ISBN: 9781526494405
Publisher: SAGE Publications
Imprint: SAGE
Pub date:
Edition: Fifth edition
DEWEY: 658.804
DEWEY edition: 23
Language: English
Number of pages: 416
Weight: 1038g
Height: 195mm
Width: 252mm
Spine width: 27mm