Author : Ross Brennan
Publisher : SAGE
ISBN 13 : 1529726166
Total Pages : 585 pages
Book Rating : 4.5/5 (297 download)
Book Synopsis Business-to-Business Marketing by : Ross Brennan
Download or read book Business-to-Business Marketing written by Ross Brennan and published by SAGE. This book was released on 2020-04-20 with total page 585 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.