TY - BOOK
T1 - Business-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times
AU - Rizomyliotis, Ioannis
AU - Konstantoulaki, Kleopatra
AU - Kostopoulos, Giannis
PY - 2017/1/1
Y1 - 2017/1/1
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.
AB - 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.
U2 - 10.1007/9783319587837
DO - 10.1007/9783319587837
M3 - Book - authored
SN - 9783319587820
BT - Business-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times
PB - Palgrave Macmillan
CY - UK
ER -