Počet záznamů: 1  

Business-to-Business Marketing Communications

  1. Údaje o názvuBusiness-to-Business Marketing Communications [electronic resource] : Value and Efficiency Considerations in Recessionary Times / by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos.
    NakladatelCham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
    Fyz.popisXIII, 92 p. 2 illus. online resource.
    ISBN9783319587837
    Úplný obsah1. 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?
    Poznámky k dostupnostiPřístup pouze pro oprávněné uživatele
    Dal.odpovědnost Konstantoulaki, Kleopatra.
    Kostopoulos, Ioannis.
    Dal.odpovědnost SpringerLink (Online service)
    Předmět.hesla Business. * Internet marketing. * Industrial management. * Public relations. * Leadership. * Management.
    Forma, žánr elektronické knihy electronic books
    Země vyd.Německo
    Jazyk dok.angličtina
    Druh dok.Elektronické knihy
    URLPlný text pro studenty a zaměstnance UPOL
    kniha

    kniha


    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.

    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?

Počet záznamů: 1  

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