|
|
|
|
| LEADER |
03129nam a22005415i 4500 |
| 001 |
978-3-319-58783-7 |
| 003 |
DE-He213 |
| 005 |
20170628021047.0 |
| 007 |
cr nn 008mamaa |
| 008 |
170627s2017 gw | s |||| 0|eng d |
| 020 |
|
|
|a 9783319587837
|9 978-3-319-58783-7
|
| 024 |
7 |
|
|a 10.1007/978-3-319-58783-7
|2 doi
|
| 040 |
|
|
|d GrThAP
|
| 050 |
|
4 |
|a HD28-70
|
| 072 |
|
7 |
|a KNT
|2 bicssc
|
| 072 |
|
7 |
|a JFD
|2 bicssc
|
| 072 |
|
7 |
|a BUS070060
|2 bisacsh
|
| 082 |
0 |
4 |
|a 658
|2 23
|
| 100 |
1 |
|
|a Rizomyliotis, Ioannis.
|e author.
|
| 245 |
1 |
0 |
|a Business-to-Business Marketing Communications
|h [electronic resource] :
|b Value and Efficiency Considerations in Recessionary Times /
|c by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos.
|
| 264 |
|
1 |
|a Cham :
|b Springer International Publishing :
|b Imprint: Palgrave Macmillan,
|c 2017.
|
| 300 |
|
|
|a XIII, 92 p. 2 illus.
|b online resource.
|
| 336 |
|
|
|a text
|b txt
|2 rdacontent
|
| 337 |
|
|
|a computer
|b c
|2 rdamedia
|
| 338 |
|
|
|a online resource
|b cr
|2 rdacarrier
|
| 347 |
|
|
|a text file
|b PDF
|2 rda
|
| 505 |
0 |
|
|a 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?
|
| 520 |
|
|
|a 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.
|
| 650 |
|
0 |
|a Business.
|
| 650 |
|
0 |
|a Internet marketing.
|
| 650 |
|
0 |
|a Industrial management.
|
| 650 |
|
0 |
|a Public relations.
|
| 650 |
|
0 |
|a Leadership.
|
| 650 |
|
0 |
|a Management.
|
| 650 |
1 |
4 |
|a Business and Management.
|
| 650 |
2 |
4 |
|a Media Management.
|
| 650 |
2 |
4 |
|a Online Marketing/Social Media.
|
| 650 |
2 |
4 |
|a Corporate Communication/Public Relations.
|
| 650 |
2 |
4 |
|a Business Strategy/Leadership.
|
| 650 |
2 |
4 |
|a Innovation/Technology Management.
|
| 700 |
1 |
|
|a Konstantoulaki, Kleopatra.
|e author.
|
| 700 |
1 |
|
|a Kostopoulos, Ioannis.
|e author.
|
| 710 |
2 |
|
|a SpringerLink (Online service)
|
| 773 |
0 |
|
|t Springer eBooks
|
| 776 |
0 |
8 |
|i Printed edition:
|z 9783319587820
|
| 856 |
4 |
0 |
|u http://dx.doi.org/10.1007/978-3-319-58783-7
|z Full Text via HEAL-Link
|
| 912 |
|
|
|a ZDB-2-BUM
|
| 950 |
|
|
|a Business and Management (Springer-41169)
|
