Business-to-Business Marketing Fifth Edition 5th ed

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by Ross Brennan (Author), Louise Canning (Author), Raymond McDowell (Author)

  • Publisher ‏ : ‎ SAGE Publications Ltd; Fifth edition (September 8, 2020)
  • Language ‏ : ‎ English
  • format original pdf/ print replica
  • ISBN-10 ‏ : ‎ 1526494396
  • ISBN-13 ‏ : ‎ 978-1526494399

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.

New to the 5th 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


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