00000cam a22000003i 4500 UP-1685594773862467745 Buklod 20240502133830.0 m | | ta 230403s2020 caua rb |||1 u|eng d 9781526494399 (pbk) (iLib)UPBAG-00046824236 GRC-3739 Forefront Book Co., Inc. Php5,389.00 Institute of Management DLC BAg rda eng HF 5415.1263 B74 2020 Brennan, David Ross author. Business-to-business marketing Ross Brennan, Louise Canning & Raymond McDowell. Fifth edition. Thousand Oaks, California SAGE Publications Inc. 2020. xiii,405 pages illustrations 25 cm text rdacontent aunmediated rdamedia volume rdacarrier Includes bibliographical references (pages 363-392) and index. Fundamentals of business-to-business marketing -- Business-to-business marketing analysis and strategy -- Communicating and interacting with customers -- Managing marketing processes. "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"-- Provided by publisher. Industrial marketing. Industrial marketing -- Case studies. Canning,Louise author. McDowell, Raymond author. FO UPBAG GRC HF 5415.1263 B74 2020 Book