Business-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell.
Material type:
TextLanguage: English Publisher: New Delhi : SAGE Publications, 2020Edition: 5thDescription: xiv, 405 pages : illustrations ; 25 cmISBN: 9781526494399; 9781526494405Subject(s): Industrial marketing | Industrial marketing -- -- Case studies | Business-to-Business -- MarketingDDC classification: 658.804 Summary: "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"--
| Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 658.804 BRE (Browse shelf) | Available | 46066 |
"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"--
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