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Business-to-Business Marketing Communications

Value and Efficiency Considerations in Recessionary Times

  • Ioannis Rizomyliotis
  • Kleopatra Konstantoulaki
  • Ioannis Kostopoulos

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos
    Pages 1-12
  3. Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos
    Pages 13-21
  4. Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos
    Pages 23-31
  5. Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos
    Pages 33-68
  6. Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos
    Pages 69-77
  7. Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos
    Pages 79-90
  8. Back Matter
    Pages 91-92

About this book

Introduction

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.

Keywords

media digital media online marketing advertising B2B Marketing Marketing Communications Marketing effectiveness print ad effectiveness marketing ROI Campaign analysis digital media innovation digital marketing innovation

Authors and affiliations

  • Ioannis Rizomyliotis
    • 1
  • Kleopatra Konstantoulaki
    • 2
  • Ioannis Kostopoulos
    • 3
  1. 1.Brighton Business SchoolUniversity of BrightonBrightonUnited Kingdom
  2. 2.Westminster Business SchoolUniversity of WestminsterLondonUnited Kingdom
  3. 3.Leeds Beckett University LeedsUnited Kingdom

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-58783-7
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2017
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-58782-0
  • Online ISBN 978-3-319-58783-7
  • Buy this book on publisher's site