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Business-to-Business Marekting

Brennan, Ross; Canning, Louise; McDowell, Raymond

Authors

Ross Brennan

Louise Canning

Raymond McDowell R.Mcdowell@uwe.ac.uk
Acting Executive Dean - Faculty of Business and Law



Abstract

Written from a European perspective, this comprehensive yet concise text covers both the theory and practice of global business-to-business (b2) marketing.
New to the 4th edition:
'Scenario' boxes provide reflective decision-based scenarios for students to think through, helping them to prepare for future roles in b2b employment;
New coverage throughout the text of digital and social media marketing in the b2b environment to reflect online developments;
Updated examples and case studies throughout, including brands such as Autoglass, Airbus, Caterpillar, HP, Honeywell, Philips, Ribena and Rolls-Royce;
Updated online materials, including author-selected SAGE jornal articles and videos supporting each chapter.

Citation

Brennan, R., Canning, L., & McDowell, R. (2017). Business-to-Business Marekting. Sage

Book Type Authored Book
Publication Date May 31, 2017
Peer Reviewed Not Peer Reviewed
ISBN 9781473973435
Publisher URL https://uk.sagepub.com/en-gb/eur/business-to-business-marketing/book250498
Related Public URLs https://study.sagepub.com/brennan4e