Business-to-business marketing

Abstract

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.