eBook - ePub
Business-to-Business Marketing
Ross Brennan, Louise Canning, Raymond McDowell
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- 424 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Business-to-Business Marketing
Ross Brennan, Louise Canning, Raymond McDowell
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About This Book
Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating thesubject with a widerange of learning features andcase studies. New to the 5th edition:
- Coverage throughoutof 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 asBarry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger
- Updated onlineresources, including author-selected SAGE journal articles and videos supporting each chapter.
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