Business-to-Business Marketing Communications Value and Efficiency Considerations in Recessionary Times /
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 accountabi...
| Main Authors: | , , |
|---|---|
| Corporate Author: | |
| Language: | English |
| Published: |
Cham :
Springer International Publishing : Imprint: Palgrave Macmillan,
2017.
|
| Edition: | 1st ed. 2017. |
| Subjects: | |
| Online Access: | https://doi.org/10.1007/978-3-319-58783-7 |