Business-to-Business Marketing
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Product details
| Management number | 201815639 | Release Date | 2025/10/08 | List Price | $31.36 | Model Number | 201815639 | ||
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A textbook on global business-to-business (B2B) marketing, covering theory and practice, with updated coverage on digital transformation, responsible business, and small firms, and updated online resources for instructors. Suitable for students and researchers in B2B/industrial marketing.
Format: Paperback / softback
Length: 424 pages
Publication date: 27 February 2024
Publisher: Sage Publications Ltd
This comprehensive and regularly updated textbook offers a European perspective on global business-to-business (B2B) marketing, encompassing both theory and practice. It has been revised for its sixth edition, with expanded and updated coverage of digital transformation and responsible business practices. Additionally, new content has been added on small firms, providing a comprehensive understanding of this dynamic field.
The textbook offers a comprehensive organizational coverage, featuring companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord, ValCo Engineering Ltd, and Volkswagen. It includes updated online resources for instructors, including PowerPoint slides, a test bank, and an instructors manual with guidance and links to online content such as video material, reports, websites, and relevant journal articles for each chapter.
Suitable for students enrolled in a B2B/industrial marketing module at undergraduate or postgraduate levels, as well as researchers and practitioners involved in B2B/industrial marketing, this textbook provides a valuable resource for understanding the complexities of global business interactions.
Ross Brennan, a former professor of industrial marketing at the University of Hertfordshire, UK, has authored this textbook. Louise Canning, Associate Professor of Marketing at Kedge Business School, Marseille, France, and Helen McGrath, Lecturer in Marketing at University College Cork, Ireland, have contributed their expertise to ensure its accuracy and relevance.
Weight: 910g
Dimension: 245 x 190 x 24 (mm)
ISBN-13: 9781529791501
Edition number: 6 Revised edition
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