Ross Brennan, Louise Canning, Raymond McDowell

eBook, ePUB

Business-to-Business Marketing (eBook, ePUB)

Beschreibung

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.

Technische Details

• Geräte: eReader
• ohne Kopierschutz

Barrierefreiheit

• Text-to-Speech

Autor

Ross Brennan PhD was the former Professor of Industrial Marketing at the University of Hertfordshire. His areas of research interest included relationships and networks in business markets, macromarketing, social marketing and marketing education. Ross's work has been published in journals such as Journal of Business Research, Journal of Advertising Research, Marketing Theory, European Journal of Marketing, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Business-to-Business Marketing, Journal of Macromarketing and Journal of Marketing Education.

Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 424
• Erscheinungstermin: 20. April 2020
• Englisch
• ISBN-13: 9781529726169
• Artikelnr.: 58448133