Business-to-Business Marketing PDF
by Ross Brennan, Louise Canning, Raymond McDowell
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Description
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.
Information
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- Format:PDF
- Pages:424 pages
- Publisher:SAGE Publications
- Publication Date:20/04/2020
- Category:
- ISBN:9781529726213
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- PDF from £39.94
Information
-
Download Now
- Format:PDF
- Pages:424 pages
- Publisher:SAGE Publications
- Publication Date:20/04/2020
- Category:
- ISBN:9781529726213