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Brennan, Canning & McDowell's 5th edition explores global B2B marketing theory and practice from a European viewpoint. It includes new insights on digital transformation and social responsibility, scenario boxes for decision-making, and updated case studies on ethics, AI, and blockchain, alongside enhanced online resources.
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Business-To-Business Marketing, Raymond Mcdowell, Louise Canning, Ross Brennan
- Language
- Released
- 2020
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- (Hardcover)
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