University of Hertfordshire

Teaching Business-to-Business Marketing

Research output: Chapter in Book/Report/Conference proceedingChapter

Standard

Teaching Business-to-Business Marketing. / Brennan, David Ross.

Teaching Marketing. ed. / Ross Brennan; Lynn Vos. Edward Elgar Publishing Ltd., 2021.

Research output: Chapter in Book/Report/Conference proceedingChapter

Harvard

Brennan, DR 2021, Teaching Business-to-Business Marketing. in R Brennan & L Vos (eds), Teaching Marketing. Edward Elgar Publishing Ltd.

APA

Brennan, D. R. (2021). Teaching Business-to-Business Marketing. Manuscript in preparation. In R. Brennan, & L. Vos (Eds.), Teaching Marketing Edward Elgar Publishing Ltd..

Vancouver

Brennan DR. Teaching Business-to-Business Marketing. In Brennan R, Vos L, editors, Teaching Marketing. Edward Elgar Publishing Ltd. 2021

Author

Brennan, David Ross. / Teaching Business-to-Business Marketing. Teaching Marketing. editor / Ross Brennan ; Lynn Vos. Edward Elgar Publishing Ltd., 2021.

Bibtex

@inbook{ac20dd4373794e2195e126d123f23340,
title = "Teaching Business-to-Business Marketing",
abstract = "The chapter is organised into five sections. The practical significance and distinctiveness of business-to-business marketing are addressed first, and then in the second section there is an appraisal of several important and distinctive theoretical ideas that permeate business-to-business marketing thinking. Following this, the third section is devoted to an appraisal of the IMP approach to business markets. Some challenges that this approach, the most important coherent body of intellectual work in the business marketing field, poses to the educator are examined. The fourth section examines the specific ethical issues that are found in business markets and presents ideas for introducing ethical issues in the classroom and, in particular, ideas for convincing students of the significance of this topic. Finally, and in lieu of a conclusion, in the final section I have simply collected a few handy tips based on my own experience of teaching business-to-business marketing.",
author = "Brennan, {David Ross}",
year = "2021",
language = "English",
editor = "Ross Brennan and Lynn Vos",
booktitle = "Teaching Marketing",
publisher = "Edward Elgar Publishing Ltd.",
address = "United Kingdom",

}

RIS

TY - CHAP

T1 - Teaching Business-to-Business Marketing

AU - Brennan, David Ross

PY - 2021

Y1 - 2021

N2 - The chapter is organised into five sections. The practical significance and distinctiveness of business-to-business marketing are addressed first, and then in the second section there is an appraisal of several important and distinctive theoretical ideas that permeate business-to-business marketing thinking. Following this, the third section is devoted to an appraisal of the IMP approach to business markets. Some challenges that this approach, the most important coherent body of intellectual work in the business marketing field, poses to the educator are examined. The fourth section examines the specific ethical issues that are found in business markets and presents ideas for introducing ethical issues in the classroom and, in particular, ideas for convincing students of the significance of this topic. Finally, and in lieu of a conclusion, in the final section I have simply collected a few handy tips based on my own experience of teaching business-to-business marketing.

AB - The chapter is organised into five sections. The practical significance and distinctiveness of business-to-business marketing are addressed first, and then in the second section there is an appraisal of several important and distinctive theoretical ideas that permeate business-to-business marketing thinking. Following this, the third section is devoted to an appraisal of the IMP approach to business markets. Some challenges that this approach, the most important coherent body of intellectual work in the business marketing field, poses to the educator are examined. The fourth section examines the specific ethical issues that are found in business markets and presents ideas for introducing ethical issues in the classroom and, in particular, ideas for convincing students of the significance of this topic. Finally, and in lieu of a conclusion, in the final section I have simply collected a few handy tips based on my own experience of teaching business-to-business marketing.

M3 - Chapter

BT - Teaching Marketing

A2 - Brennan, Ross

A2 - Vos, Lynn

PB - Edward Elgar Publishing Ltd.

ER -