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Business-to-Business Marketing Communications
Title statement Business-to-Business Marketing Communications [electronic resource] : Value and Efficiency Considerations in Recessionary Times / by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos. Publication Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017. Phys.des. XIII, 92 p. 2 illus. online resource. ISBN 9783319587837 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? Notes to Availability Přístup pouze pro oprávněné uživatele Another responsib. Konstantoulaki, Kleopatra. Kostopoulos, Ioannis. Another responsib. SpringerLink (Online service) Subj. Headings Business. * Internet marketing. * Industrial management. * Public relations. * Leadership. * Management. Form, Genre elektronické knihy electronic books Country Německo Language angličtina Document kind Electronic books URL Plný text pro studenty a zaměstnance UPOL book
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?
Number of the records: 1