Business-to-Business Marketing Communications Value and Efficiency Considerations in Recessionary Times /

• Κύριοι συγγραφείς: Rizomyliotis, Ioannis (Συγγραφέας), Konstantoulaki, Kleopatra (Συγγραφέας), Kostopoulos, Ioannis (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
• Θέματα: Business.; Internet marketing.; Industrial management.; Public relations.; Leadership.; Management.; Business and Management.; Media Management.; Online Marketing/Social Media.; Corporate Communication/Public Relations.; Business Strategy/Leadership.; Innovation/Technology Management.

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...

Πίνακας περιεχομένων:

• 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?