rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Business-to-Business Marketing Communications
    sub title: Value and Efficiency Considerations in Recessionary Times
  name:
    name part: Rizomyliotis, Ioannis.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Konstantoulaki, Kleopatra.
    role:
      role term: author.
  name:
    name part: Kostopoulos, Ioannis.
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2017
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XIII, 92 p. 2 illus. online resource.
  abstract: 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.
  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?
  note: by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos.
  subject:
    topic: Business
  subject:
    topic: Internet marketing
  subject:
    topic: Industrial management
  subject:
    topic: Public relations
  subject:
    topic: Leadership
  subject:
    topic: Management
  subject:
    topic: Business and Management
  subject:
    topic: Media Management
  subject:
    topic: Online Marketing/Social Media
  subject:
    topic: Corporate Communication/Public Relations
  subject:
    topic: Business Strategy/Leadership
  subject:
    topic: Innovation/Technology Management
  classification: HD28-70
  classification: 658
  related item:
    title info:
      title: Springer eBooks
  identifier: 9783319587837
  identifier: http://dx.doi.org/10.1007/978-3-319-58783-7
  record info:
    record creation date: 170627
    record change date: 20170628021047.0
    record identifier: 978-3-319-58783-7