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Business-to-business marketing communications = value and efficiency considerations in recessionary times /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Business-to-business marketing communications/ by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos.
其他題名:	value and efficiency considerations in recessionary times /
作者:	Rizomyliotis, Ioannis.
其他作者:	Konstantoulaki, Kleopatra.
出版者:	Cham :Springer International Publishing : : 2017.,
面頁冊數:	xiii, 92 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
標題:	Business - Marketing. -
電子資源:	http://dx.doi.org/10.1007/978-3-319-58783-7
ISBN:	9783319587837

Business-to-business marketing communications = value and efficiency considerations in recessionary times /
Rizomyliotis, Ioannis.

Business-to-business marketing communicationsvalue and efficiency considerations in recessionary times /[electronic resource] :by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos. - Cham :Springer International Publishing :2017. - xiii, 92 p. :ill., digital ;24 cm.

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?

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.

ISBN: 9783319587837

Standard No.: 10.1007/978-3-319-58783-7doiSubjects--Topical Terms:

655913
Business
--Marketing.

LC Class. No.: HF5415.1263 / .R59 2017

Dewey Class. No.: 658.804

Business-to-business marketing communications = value and efficiency considerations in recessionary times /
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