Business-to-Business Marekting

Brennan, Ross; Canning, Louise; McDowell, Raymond

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.

• Book Type: Authored Book
• Publication Date: May 31, 2017
• Peer Reviewed: Not Peer Reviewed
• ISBN: 9781473973435
• Public URL: https://uwe-repository.worktribe.com/output/886806
• Publisher URL: https://uk.sagepub.com/en-gb/eur/business-to-business-marketing/book250498
• Related Public URLs: https://study.sagepub.com/brennan4e