Ross Brennan

Business-to-Business Marketing

Ebook (EPUB Format)

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 envi… Mehr

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Produktdetails

Weitere Autoren: Canning, Louise / McDowell, Raymond

ISBN: 978-1-5297-2616-9
EAN: 9781529726169
Produktnummer: 33326488
Verlag: SAGE Publications
Sprache: Englisch
Erscheinungsjahr: 2020
Seitenangabe: 424 S.
Plattform: EPUB
Masse: 5'621 KB
Auflage: Fifth Edition

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.