Business-to-Business Marketing (PDF)

Name: Business-to-Business Marketing
Brand: SAGE Publications
SKU: 152477534
Price: 84.90 CHF
Availability: OnlineOnly

(Sprache: Englisch)

Autoren: Ross Brennan , Louise Canning , Helen McGrath

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Business-to-Business Marketing, Ross Brennan, Louise Canning, Helen McGrath

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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:
...

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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.

Autoren-Porträt von Ross Brennan, Louise Canning, Helen McGrath

Ross Brennan PhD was the former Professor of Industrial Marketing at the University of Hertfordshire. His areas of research interest included relationships and networks in business markets, macromarketing, social marketing and marketing education. Ross's work has been published in journals such as Journal of Business Research, Journal of Advertising Research, Marketing Theory, European Journal of Marketing, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Business-to-Business Marketing, Journal of Macromarketing and Journal of Marketing Education.

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Bibliographische Angaben

Autoren: Ross Brennan , Louise Canning , Helen McGrath
2024, Sixth Edition, 424 Seiten, Englisch
Verlag: SAGE Publications
ISBN-10: 1529676436
ISBN-13: 9781529676433
Erscheinungsdatum: 08.02.2024

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Grösse: 11 MB
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