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SKU: 9781529726176 Barcode: 9781529726176
Overview: 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.
ISBN: 9781529726176
Edition: 5
Publisher: Sage Publications
Format: Digital
GUST Course: MRKT 491
