Business-To-Business Marketing
This comprehensive yet concise text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world.New to this edition: More coverage of digital marketing and social media in relation to B2B More coverage of issues relating to sustainability and corporate social responsibility More visual features and an update of the 'B2B Snapshots' New international examples and case studies including Zara, eBay, DHL, LinkedIn, and the horsemeat scandal This new edition also includes more extensive online resources including full lecturer materials with new exam questions and fur…
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Produktdetails
Weitere Autoren: Canning, Louise / McDowell, Raymond
- ISBN: 978-1-4462-7373-9
- EAN: 9781446273739
- Produktnummer: 27395876
- Verlag: Sage Pubn
- Sprache: Englisch
- Erscheinungsjahr: 2014
- Seitenangabe: 385 S.
- Masse: H23.1 cm x B18.6 cm x D2.5 cm 728 g
- Auflage: 3. A.
- Gewicht: 728
Über den Autor
Dr Ross Brennan is Professor of Industrial Marketing at the Hertfordshire Business School, University of Hertfordshire. His research interests are in business-to-business marketing strategy, macromarketing, cross-cultural marketing and marketing pedagogy. Ross Brennan's research has been published in a wide range of academic journals including the European Journal of Marketing, Industrial Marketing Management, the Journal of Macromarketing, the Journal of Marketing Education, the Journal of Marketing Management, and the Journal of Business & Industrial Marketing. Dr Brennan is active within the UK Academy of Marketing and the International Marketing & Purchasing Group (IMP) research networks, and is a member of the editorial board at five international academic journals, including Industrial Marketing Management and the Journal of Business to Business Marketing. Having formerly worked in business-to-business marketing and strategic management roles with BT plc, Dr Brennan's professional interest in B2B relationships was further developed through a PhD investigating inter-firm buyer-seller relationships undertaken at the University of Manchester Institute of Science & Technology. His most recently published research addresses the implications of social media for B2B relationships.
18 weitere Werke von Ross Brennan:
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