Business-to-business marketing communications : value and efficiency considerations in recessionary times

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 accountabi...

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Bibliographic Details
Main Authors: Rizomyliotis, Ioannis, (Author), Konstantoulaki, Kleopatra, (Author), Kostopoulos, Ioannis, (Author)
Format: eBook
Language: English
Published: Cham, Switzerland : Palgrave Macmillan, [2017]
Subjects:
Industrial marketing.
Communication in marketing.
Business > Marketing.
elektronické knihy
electronic books
ISBN: 9783319587837
9783319587820
Physical Description: 1 online resource

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Table of contents

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100 1 |a Rizomyliotis, Ioannis,  |e author. 
245 1 0 |a Business-to-business marketing communications :  |b value and efficiency considerations in recessionary times /  |c Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos. 
264 1 |a Cham, Switzerland :  |b Palgrave Macmillan,  |c [2017] 
300 |a 1 online resource 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
504 |a Includes bibliographical references and index. 
505 0 |a 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? 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a 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. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Industrial marketing. 
650 0 |a Communication in marketing. 
650 0 |a Business  |x Marketing. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Konstantoulaki, Kleopatra,  |e author. 
700 1 |a Kostopoulos, Ioannis,  |e author. 
776 0 8 |i Printed edition:  |z 9783319587820 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://link.springer.com/10.1007/978-3-319-58783-7  |y Plný text 
992 |c NTK-SpringerBM 
999 |c 98167  |d 98167 
993 |x NEPOSILAT  |y EIZ 

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