Details

Autor(en) / Beteiligte

• Brennan, Ross
• Canning, Louise
• McDowell, Raymond

Titel

Business-to-business marketing

Auflage

Fifth Edition

Ort / Verlag

Los Angeles : SAGE

Erscheinungsjahr

2020

Link zu anderen Inhalten

• Inhaltsverzeichnis

Beschreibungen/Notizen

• 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.