TY  - BOOK
AU  - Rizomyliotis,Ioannis
AU  - Konstantoulaki,Kleopatra
AU  - Kostopoulos,Ioannis
ED  - SpringerLink (Online service)
TI  - Business-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times 
SN  - 9783319587837
AV  - HD28-70 
U1  - 658 23
PY  - 2017///
CY  - Cham
PB  - Springer International Publishing, Imprint: Palgrave Macmillan
KW  - Industrial management
KW  - Internet marketing
KW  - Public relations
KW  - Leadership
KW  - Management
KW  - Media Management
KW  - Online Marketing/Social Media
KW  - Corporate Communication/Public Relations
KW  - Business Strategy/Leadership
KW  - Innovation/Technology Management
N1  - 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?; Available to subscribing member institutions only. Доступно лише організаціям членам підписки
N2  - 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
UR  - https://doi.org/10.1007/978-3-319-58783-7
ER  -