Business-to-business marketing /
Brennan, David Ross,
Business-to-business marketing / Ross Brennan, Louise Canning & Raymond McDowell. - 5th. - Thousand Oaks : SAGE Publications, ©2020. - xiv, 405pages ill., col., 25cm
Include bibliographical references and index
"Brennan and Canning 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 fifth 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"--
9781526494399
Business & Management -- --Marketing;
658.4 BRE
Business-to-business marketing / Ross Brennan, Louise Canning & Raymond McDowell. - 5th. - Thousand Oaks : SAGE Publications, ©2020. - xiv, 405pages ill., col., 25cm
Include bibliographical references and index
"Brennan and Canning 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 fifth 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"--
9781526494399
Business & Management -- --Marketing;
658.4 BRE
