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Business-to-Business Marketing

5th Edition

Ross Brennan; Louise Canning; Raymond McDowell
eISBN-13: 9781529726176

eBook Features

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Additional Book Details

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.

 

ISBNs 9781526494399, 9781526494399, 9781529726176, 1529726174
Language English
Number of Pages 424
Edition 5th