Brennan, Ross; Canning, Louise; McDowell, Raymond
Raymond McDowell R.Mcdowell@uwe.ac.uk
Acting Executive Dean - Faculty of Business and Law
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.
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|Peer Reviewed||Not Peer Reviewed|
|Related Public URLs||https://study.sagepub.com/brennan4e|
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