Description

Taking in both European and US approaches to form a balanced, global-minded text and covering both the theory and practice of global business-to-business marketing, the new Fourth Edition

Includes new coverage of digital and social media marketing in the B2B environment, to reflect online developments
Is updated to reflect the effects and impact of global changes such as the legally binding deal signed at the Paris Climate Conference (Dec. 2015)
Includes new 'scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.

The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, web links and selected author videos to make the examples in each chapter come to life.

Suitable for all students taking B2B marketing modules.