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

• Main Authors: Rizomyliotis, Ioannis (Author), Konstantoulaki, Kleopatra (Author), Kostopoulos, Ioannis (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
• Subjects: 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...