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Business-to-business marketing / Ross Brennan ; Louise Canning ; Raymond McDowell

By: Brennan, David Ross.
Contributor(s): Canning, Louise | McDowell, Raymond.
Material type: TextTextPublisher: Thousand Oaks : SAGE Publications, 2020Edition: 5th ed.Description: xiv, 405p. : ill. ; 25cm.ISBN: 9781526494399; 9781526494405.Subject(s): -- Marketing. Distribution of productsSummary: "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"-- Provided by publisher.
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Item type Current location Call number Copy number Status Date due Barcode
Books Books Nyankpala Central Library

Welcome to UDS Library, Nyankpala Campus 

General Stacks
HF5415.1263 B61 (Browse shelf) 1 Available NYK-0122041733
Books Books Nyankpala Central Library

Welcome to UDS Library, Nyankpala Campus 

General Stacks
HF5415.1263 B62 (Browse shelf) 2 Available NYK-0122041734

"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"-- Provided by publisher.

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