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Business-to-Business Marketing. 3rd ed. B2Bマーケティング 第3版
・ISBN 978-1-4462-7372-2 hard GB£ 130.00
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・ISBN 978-1-4462-7373-9 paper GB£ 48.99
￥15,519.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Brennan, Ross / Canning, L. / McDowell, R., |
|---|---|
| 出版社 | (Sage, UK) |
| 出版年月 | 2014 |
| ページ数 | 432 pp. |
| 言語 | ENG |
| ニュース番号 | ＜612-706＞ |
解説
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 further materials for students including video links, further case studies, a quiz and open access links to relevant SAGE journal articles per chapter.
The text is relevant to all students taking a university module in B2B marketing at undergraduate or postgraduate levels. It will also be relevant to researchers and practitioners in the area of B2B marketing.