Business-to-Business Marketing Communications [electronic resource] : Value and Efficiency Considerations in Recessionary Times

• Tác giả: Kleopatra Konstantoulaki, Ioannis Kostopoulos, Ioannis Rizomyliotis
• ISBN-13: 978-3319587837
• Ký hiệu phân loại: 659.111 Planning and control
• Thông tin xuất bản: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
• Mô tả vật lý: XIII, 92 p. 2 illus. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 303159
• Chủ đề: 1. Advertising media planning; 2. Communication in organizations; 3. Internet marketing; 4. Strategic planning; 5. Telemarketing

Tóm tắt

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.