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A01=Helen McGrath
A01=Louise Canning
A01=Ross Brennan
Age Group_Uncategorized
Age Group_Uncategorized
Author_Helen McGrath
Author_Louise Canning
Author_Ross Brennan
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Category1=Non-Fiction
Category=KJS
COP=United Kingdom
Delivery_Delivery within 10-20 working days
Language_English
PA=Available
Price_€50 to €100
PS=Active
softlaunch

Business-to-Business Marketing

Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition:

  • Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms
  • New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen
  • Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructors manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter

The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing. Ross Brennan was the former professor of industrial marketing at the University of Hertfordshire, UK. Louise Canning is Associate Professor of Marketing at Kedge Business School, Marseille France. Helen McGrath is Lecturer in Marketing at University College Cork, Ireland.

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Current price €58.49
Original price €64.99
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A01=Helen McGrathA01=Louise CanningA01=Ross BrennanAge Group_UncategorizedAuthor_Helen McGrathAuthor_Louise CanningAuthor_Ross Brennanautomatic-updateCategory1=Non-FictionCategory=KJSCOP=United KingdomDelivery_Delivery within 10-20 working daysLanguage_EnglishPA=AvailablePrice_€50 to €100PS=Activesoftlaunch
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Product Details
  • Weight: 910g
  • Dimensions: 189 x 246mm
  • Publication Date: 27 Feb 2024
  • Publisher: Sage Publications Ltd
  • Publication City/Country: United Kingdom
  • Language: English
  • ISBN13: 9781529791501

About Helen McGrathLouise CanningRoss Brennan

Ross Brennan PhD was the former Professor of Industrial Marketing at the University of Hertfordshire. His areas of research interest included relationships and networks in business markets macromarketing social marketing and marketing education. Rosss work has been published in journals such as Journal of Business Research Journal of Advertising Research Marketing Theory European Journal of Marketing Industrial Marketing Management Journal of Business and Industrial Marketing Journal of Business-to-Business Marketing Journal of Macromarketing and Journal of Marketing Education. Louise Canning PhD is Associate Professor of Marketing at Kedge Business School France. Louises research has primarily been in business-to-business marketing covering areas such as adaptation business communication and sustainability in inter-firm relationships. Her work has been published in journals such as Ecological Economics European Journal of Marketing Industrial Marketing Management Journal of Business and Industrial Marketing Journal of Marketing Management and Sociology.   Helen McGrath PhD is Lecturer in Marketing in the Department of Management and Marketing in University College Cork Ireland. Her research specialism centres on the development of network capability in entrepreneurial firms and she has published in journals such as Industrial Marketing Management International Small Business Journal European Journal of Marketing and Journal of Business and Industrial Marketing.

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