Business-to-Business Marketing av Ross Brennan, Louise Canning, Helen McGrath

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<p>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:</p><ul><li>Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms</li><li>New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen</li><li>Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor’s manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter</li></ul><p>The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to