Business-to-Business Marketing

B2B营销

管理思想史

售   价:
479.00
发货周期:预计5-7周发货
出  版 社
出版时间
2020年04月22日
装      帧
平装
ISBN
9781526494399
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页      码
424
开      本
24.6 x 18.9 x 2.2 cm
语      种
英文
版      次
5th ed.
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图书简介
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.
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