02887nam#a2200457 4500 000728848 VST 20251213202941.0 20240314102711.0 m o d cr#un# uucau 240207s2024 xxk o 00 0 eng d NEZPRACOVANÝ IMPORT 9781529679618 (ebook) 9781529791501 (paperback) 9781529791518 (hardcover) VST eng VST VST BUS043000 bisacsh KJS bicssc Brennan, Ross author Business-to-Business Marketing/ Ross Brennan, Louise Canning, Helen McGrath. Sixth edition London : SAGE Publications, Ltd. (UK), 2024. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier <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.<p>New to this sixth edition:<ul><li>Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms<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>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.</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 researchers and practitioners involved in b2b/industrial marketing.<p><strong>Ross Brennan</strong> was the former professor of industrial marketing at the University of Hertfordshire, UK.<p><strong>Louise Canning</strong> is Associate Professor of Marketing at Kedge Business School, Marseille France.<p><strong>Helen McGrath</strong> is Lecturer in Marketing at University College Cork, Ireland. elektronické knihy fd186907 czenas electronic books eczenas Business & Economics/Marketing/General Canning, Louise author McGrath, Helen author Paperback version: Business-to-Business Marketing 9781529791501 Hardcover version: Business-to-Business Marketing 9781529791518 https://zdroje.vse.cz/login?url=https://resolver.vitalsource.com/9781529679618 Plný text SAGE EB NEPOSILAT EB