Description
SAGE PUBLISHING Business To Business Marketing by Ross Brennan and Louise Canning
This comprehensive yet concise textbook covers both the theory and practice of business-to-business (b2b) marketing in a globalised world from a European perspective.It combines multiple approaches to b2b marketing theory with up-to-date international examples thereby making the text valuable for faculty and students worldwide. This textbook is relevant to all students taking a university module in b2b marketing at undergraduate or postgraduate levels.New to this edition: - More coverage of digital marketing and social media in relation to b2b- More coverage of issues relating to sustainability and corporate social responsibility- More visual features and an update of the 'b2b Snapshots'- New international examples and case studies including Zara eBay DHL LinkedIn and the horsemeat scandalshow more