03662nam 22007095 450 991025490790332120240702115812.09783319587837331958783810.1007/978-3-319-58783-7(CKB)3710000001418370(DE-He213)978-3-319-58783-7(MiAaPQ)EBC4890248(PPN)222238429(Perlego)3497800(EXLCZ)99371000000141837020170627d2017 u| 0engurnn|008mamaatxtrdacontentcrdamediacrrdacarrierBusiness-to-Business Marketing Communications Value and Efficiency Considerations in Recessionary Times /by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos1st ed. 2017.Cham :Springer International Publishing :Imprint: Palgrave Macmillan,2017.1 online resource (XIII, 92 p. 2 illus.) 9783319587820 331958782X 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?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.Advertising media planningTelemarketingInternet marketingCommunication in organizationsStrategic planningLeadershipTechnological innovationsMedia PlanningDigital MarketingCorporate CommunicationBusiness Strategy and LeadershipInnovation and Technology ManagementAdvertising media planning.Telemarketing.Internet marketing.Communication in organizations.Strategic planning.Leadership.Technological innovations.Media Planning.Digital Marketing.Corporate Communication.Business Strategy and Leadership.Innovation and Technology Management.658Rizomyliotis Ioannisauthttp://id.loc.gov/vocabulary/relators/aut994049Konstantoulaki Kleopatraauthttp://id.loc.gov/vocabulary/relators/autKostopoulos Ioannisauthttp://id.loc.gov/vocabulary/relators/autBOOK9910254907903321Business-to-Business Marketing Communications2276612UNINA