Business-to-Business Marketing /
This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: More coverage of digital marketing and social media in relation to B2B ; More coverage of issues relating to sustainability and corporate so...
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| Main Author: | |
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| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles :
SAGE,
c2014.
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| Edition: | 3rd edition. |
| Subjects: | |
| Online Access: | View in OPAC |
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| Summary: | This text covers both the theory and practice of business-to-business (B2B) marketing from a European perspective in a globalised world. This edition includes: 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 ; Includes more extensive online resources including full lecturer materials and further materials for students including web links, links to SAGE journal articles, exam questions and a quizes. 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. |
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| Item Description: | Previous edition: 2011. |
| Physical Description: | xx, 385 pages : illustrations ; 24 cm. |
| Bibliography: | Includes bibliographical references (pages 355-373) and index. |
| ISBN: | 9781446273722 (hbk.) 1446273725 (hbk.) 1446273733 (pbk.) 9781446273739 (pbk.) |