Abstract
This chapter aims to review the current B2B landscape in terms of the upcoming developments in marketing communications. Industrial marketing managers operate against a background of financial uncertainty and, thus, are in seek for more sophisticated measures of accountability. Recession had a severe impact on advertising budgets given that advertising is still regarded as a cost rather than an investment by manufacturers. At the same time, digitalization brought fundamental changes to the way B2B marketing communication and advertisingare developed, planned and performed. In simple terms, a great digital challenge was posed for B2B firms, against a major financial problem. The authors also provide some implications for B2B marketing managers in the foreseeable future.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Biemans, W. G., Makovec, B. M., & Malshe, A. (2010). Marketing-sales interface configurations in B2B firms. Industrial Marketing Management, 39(2), 183–194.
DeMers, J. (2016). The top 7 content marketing trends that will dominate 2016. Forbes. Retrieved from https://www.forbes.com/sites/jaysondemers/2015/10/01/the-top-7-content-marketing-trends-that-will-dominate-2016/#63f48e751a96.
Freundt, J., Hillenbrand, P., & Lehmann, S. (2013). How B2B companies talk past their customers. McKinsey Quarterly. Retrieved from http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-b2b-companies-talk-past-their-customers.
Giakoumaki, C., Avlonitis, G. J., & Baltas, G. (2016). Does ingredient advertising work? Some evidence on its impact. The Journal of Business & Industrial Marketing, 31(7), 901–913.
Habibi, F., Hamilton, C. A., Valos, M. J., & Callaghan, M. (2015). E-marketing orientation and social media implementation in B2B marketing. European Business Review, 27(6), 638–655.
Jap, S., & Reibstein, D. (2010). Introduction to the special issue on B2B research. Marketing Letters, 21(3), 207–209.
Katona, Z., & Sarvary, M. (2014). Maersk line: B2B social media- “It’s communication, not marketing”. California Management Review, 56(3), 142–156.
La, V., Patterson, P., & Styles, C. (2009). Client-perceived performance and value in professional B2B services: An international perspective. Journal of International Business Studies, 40(2), 274–300.
Moore, J. N., Raymond, M. A., & Hopkins, C. D. (2015). Social selling: A comparison of social media usage across process stage, markets, and sales job functions. Journal of Marketing Theory and Practice, 23(1), 1–20.
Samanta, I. (2011). Factors influence B2B relationships in medium-sized firms: Traditional vs. e-commerce. Journal of Marketing and Operations Management Research, 1(1), 37–63.
Spotts, H. E., & Weinberger, M. G. (2010). Marketplace footprints: Connecting marketing communication and corporate brands. European Journal of Marketing, 44(5), 591–609.
Spotts, H. E., Weinberger, M. G., & Weinberger, M. F. (2014). Publicity and advertising: What matter most for sales? European Journal of Marketing, 48(11), 1986–2008.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2017 The Author(s)
About this chapter
Cite this chapter
Rizomyliotis, I., Konstantoulaki, K., Kostopoulos, I. (2017). What Is Next for Business-to-Business Marketing Communication?. In: Business-to-Business Marketing Communications. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-58783-7_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-58783-7_6
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-58782-0
Online ISBN: 978-3-319-58783-7
eBook Packages: Business and ManagementBusiness and Management (R0)