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Business-to-Business Marketing. 5th ed. B2Bマーケティング 第5版
・ISBN 978-1-5264-9440-5 hard GB£ 168.00
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お気に入り
★★★
・ISBN 978-1-5264-9439-9 paper GB£ 67.99
￥21,539.- (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。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
| 著者・編者 | Brennan, Ross / Canning, Louise / McDowell, Raymond, |
|---|---|
| 出版社 | (Sage, UK) |
| 出版年月 | 2020.05 |
| ページ数 | 424 pp. |
| 言語 | ENG |
| ニュース番号 | ＜661-L1380 661-P2169＞ |
解説
Brennan, Canning & McDowell 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 5th 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.