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In this essay, you have to analyse the impact of a contemporary challenge which
In this essay, you have to analyse the impact of a contemporary challenge which is currently affecting people working in the area of business-to-business marketing. This could be, for example, the impact of digital communications, sustainability (social and/or environmental), big data, Britain’s exit from the EU, economic sanctions or another relevant issue of your choice. The challenge might affect both Business-to-Business marketing practices as well as consumer behaviour practices (B2C). In your answer, you should provide balanced, objective insights into the selected challenge, backed up by evidence, including references to academic literature. Within your discussion in the main body, you should include examples of relevant practice in relation to this challenge from at least one industry or product sector. Your conclusion should summarise the key points and examine how they could be addressed by marketing managers and the organisations in which they work.

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