Business-To-Business Marketing

<p>Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies. <br> <br> New to the 5th edition: </p> <ul> <li>Coverage throughout of digital transformation and social responsibility in business markets </li> <li>'Scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles. </li> <li>Examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the b2b marketing environment </li> <li>Further and updated company content, including brands such as Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger </li> <li>Updated online resources, including author-selected SAGE journal articles and videos supporting each chapter. </li> </ul> <p> </p>