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Business-to-business marketing / Ross Brennan, Louise Canning, Helen McGrath.

By: Contributor(s): Publisher: Thousand Oaks : SAGE Publications, 2024Edition: Sixth editionDescription: xi, 412 pages ; 24cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781529791501
  • 9781529791518
Subject(s): DDC classification:
  • 23 658.804 B 838
Summary: "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 examples and case studies covering small firms in business markets. 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 marterial, 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"--
Item type: كتاب
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Item type Current library Call number Status Notes Date due Barcode
كتاب كتاب Central Library المكتبة المركزية 658.804 B 838 (Browse shelf(Opens below)) Available قاعة الكتب 48489

"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 examples and case studies covering small firms in business markets. 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 marterial, 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"--