Rizomyliotis, Ioannis. Business-to-Business Marketing Communications : Value and Efficiency Considerations in Recessionary Times / [electronic resource] : / by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos.. — 1st ed. 2017.. — XIII, 92 p. 2 illus. : online resource.
1. The Significance of Business-to-Business Marketing -- 2. Business-to-Business Marketing Communication During Recession -- 3. The Current Media Landscape in Business-to-Business Markets -- 4. Business-to-Business Print Ad Effectiveness: Some Empirical Evidence -- 5. Achieving Advertising Effectiveness Through Innovation -- 6. What is Next for Business-to-Business Marketing Communications?
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Анотація: This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid drop of print media usage, the authors suggest the need for increased accountability for the use of advertising media and highlight ways to boost effectiveness. The book provides a robust analysis of the current B2B environment along with a research-informed illustration of the future. Aiming to fill a gap in existing literature and offer new research findings, this study offers a comprehensive guide to assist practitioners in decision-making and a stimulating analysis of the B2B marketing communications landscape which will be of great interest to academics of marketing and communications.
9783319587837
10.1007/978-3-319-58783-7 doi
Industrial management. Internet marketing. Public relations. Leadership. Management. Media Management. Online Marketing/Social Media. Corporate Communication/Public Relations. Business Strategy/Leadership. Innovation/Technology Management.