Brennan and Canning cover 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. The latest edition contains:

• Updated coverage throughout on digital transformation and social responsibility in business markets
• New examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the b2b marketing environment
• New and updated company content, including brands such as Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger
• New ′Scenario’ boxes — ideal for use in teaching — provide reflective decision-based situations for students to think through, helping them prepare for future roles.