Business-to-Business Marketing
Louise Canning, Ross Brennan, Raymond McDowell, et al.
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ca. 74,99 €
Sozialwissenschaften, Recht, Wirtschaft / Wirtschaft
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.
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Schlagwörter
digital marketing, social media marketing, b2b market, business to business, b2b, online marketing, b2b marketing, corporate marketing, e-marketing