LEADER 03662nam  22007095  450 
001 9910254907903321
005 20240702115812.0
010   $a9783319587837
010   $a3319587838
024 7 $a10.1007/978-3-319-58783-7
035   $a(CKB)3710000001418370
035   $a(DE-He213)978-3-319-58783-7
035   $a(MiAaPQ)EBC4890248
035   $a(PPN)222238429
035   $a(Perlego)3497800
035   $a(EXLCZ)993710000001418370
100   $a20170627d2017      u|         0
101 0 $aeng
135   $aurnn|008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aBusiness-to-Business Marketing Communications $eValue and Efficiency Considerations in Recessionary Times /$fby Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos
205   $a1st ed. 2017.
210  1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2017.
215   $a1 online resource (XIII, 92 p. 2 illus.) 
311 08$a9783319587820 
311 08$a331958782X 
327   $a1. 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?
330   $aThis 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.
606   $aAdvertising media planning
606   $aTelemarketing
606   $aInternet marketing
606   $aCommunication in organizations
606   $aStrategic planning
606   $aLeadership
606   $aTechnological innovations
606   $aMedia Planning
606   $aDigital Marketing
606   $aCorporate Communication
606   $aBusiness Strategy and Leadership
606   $aInnovation and Technology Management
615  0$aAdvertising media planning.
615  0$aTelemarketing.
615  0$aInternet marketing.
615  0$aCommunication in organizations.
615  0$aStrategic planning.
615  0$aLeadership.
615  0$aTechnological innovations.
615 14$aMedia Planning.
615 24$aDigital Marketing.
615 24$aCorporate Communication.
615 24$aBusiness Strategy and Leadership.
615 24$aInnovation and Technology Management.
676   $a658
700   $aRizomyliotis$b Ioannis$4aut$4http://id.loc.gov/vocabulary/relators/aut$0994049
702   $aKonstantoulaki$b Kleopatra$4aut$4http://id.loc.gov/vocabulary/relators/aut
702   $aKostopoulos$b Ioannis$4aut$4http://id.loc.gov/vocabulary/relators/aut
906   $aBOOK
912   $a9910254907903321
996   $aBusiness-to-Business Marketing Communications$92276612
997   $aUNINA