Business-to-business marketing / Ross Brennan, Louise Canning, Raymond McDowell.
Material type: TextPublisher: Thousand Oaks : SAGE Publications, 2020Edition: 5thDescription: pages cmContent type:- text
- unmediated
- volume
- 9781526494399
- 9781526494405
Item type | Current library | Shelving location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Books | Bahria University Karachi Campus Library | Business Studies | 658.804 (Browse shelf(Opens below)) | Available | BUK14130 |
Browsing Bahria University Karachi Campus Library shelves, Shelving location: Business Studies Close shelf browser (Hides shelf browser)
"Brennan and Canning 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. New to the fifth edition: Coverage throughout of digital transformation and social responsibility in business markets 'Scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles. Examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the b2b marketing environment Further and updated company content, including brands such as Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger. Updated online resources, including author-selected SAGE journal articles and videos supporting each chapter"-- Provided by publisher.