Business-to-Business Marketing
商品資訊
ISBN13:9781473973442
出版社:Sage Pubns Ltd
作者:Ross Brennan; Louise E. Canning; Raymond Mcdowell
出版日:2017/07/10
裝訂/頁數:平裝/504頁
規格:24.1cm*18.4cm*1.9cm (高/寬/厚)
版次:4
商品簡介
‘This textbook stands out from others by combining multiple approaches to b2b marketing theory with up-to-date examples from practice. The inclusion of many international examples makes it invaluable for faculty and students worldwide. It is a must read for students and a truly refreshing addition to any marketing course.’ - Catherine Sutton-Brady, Associate Professor of Marketing, The University of Sydney Business School
Written from a European perspective, this comprehensive yet concise text covers both the theory and practice of global business-to-business marketing.
New to the Fourth edition:
- Updated content on digital marketing and B2B social media
- Updated examples and case studies throughout
- 'Scenario' boxes, a new feature that provides reflective scenario-based exercises for students, helping them prepare for future roles in B2B
The book is complimented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, weblinks and selected author videos to make the examples in each chapter come to life.
Suitable for all students taking B2B marketing modules.
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