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

• Main Authors: Rizomyliotis, Ioannis (Author), Konstantoulaki, Kleopatra (Author), Kostopoulos, Ioannis (Author)
• Format: Electronic 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

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...