Written from a European perspective, this comprehensive and regularly
updated textbook covers both the theory and practice of global
business-to-business (b2b) marketing.New to this sixth edition:
* Increased and updated coverage covering digital transformation and
responsible business as well as new content on small firms
* New organizational coverage, including companies and brands such as
Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota,
Trellebord,ValCo Engineering Ltd and Volkswagen
* Updated online resources for instructors to use and share in their
teaching with students, including PowerPoint slides, a testbank, and
an instructor’s manual containing guidance and links to online
content such as video material, reports, websites and relevant journal
articles for each chapter.
The textbook is suitable for students taking a b2b/industrial
marketing module at undergraduate or postgraduate levels. It will also
be useful to researchers and practitioners involved in b2b/industrial
marketing.ROSS BRENNAN was the former professor of industrial
marketing at the University of Hertfordshire, UK.LOUISE CANNING is
Associate Professor of Marketing at Kedge Business School, Marseille
France.HELEN MCGRATH is Lecturer in Marketing at University College
Cork, Ireland.
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Produktdetaljer
ISBN
9781529679618
Publisert
2024
Utgave
6. utgave
Utgiver
Vendor
Sage Publications Ltd (UK)
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter