The Third Edition offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics e
‘This textbook stands out from others by combining multiple approaches to b2b marketing theory with up-to-date examples from practice. The inclusion of many international examples makes it invaluable
‘This textbook stands out from others by combining multiple approaches to b2b marketing theory with up-to-date examples from practice. The inclusion of many international examples makes it invaluable
