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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...

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Main Authors: Rizomyliotis, Ioannis. (Author, http://id.loc.gov/vocabulary/relators/aut), Konstantoulaki, Kleopatra. (http://id.loc.gov/vocabulary/relators/aut), Kostopoulos, Ioannis. (http://id.loc.gov/vocabulary/relators/aut)
Corporate Author: SpringerLink (Online service)
Language:English
Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
Edition:1st ed. 2017.
Subjects:
Industrial management.
Internet marketing.
Public relations.
Leadership.
Management.
Media Management.
Online Marketing/Social Media.
Corporate Communication/Public Relations.
Business Strategy/Leadership.
Innovation/Technology Management.
Online Access:https://doi.org/10.1007/978-3-319-58783-7
Table of Contents:
  • 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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