Business-To-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times

Name: Business-To-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times
Brand: Springer
SKU: 9783319864747
Price: 4040.0 INR
Availability: InStock

by Ioannis Rizomyliotis

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ISBN13: 9783319864747
Binding: Paperback
Subject: N/A
Publisher: Springer
Publisher Imprint: Palgrave MacMillan
Publication Date: May 12, 2018
Pages: 92
Original Price: EUR 54.99
Language: English
Edition: Softcover Repri
Item Weight: 142 grams
BISAC Subject(s): Industries / Media & Communications, E-Commerce / Online Trading, and Public Relations

About The Book

From the Back Cover

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.

About The Author

Ioannis Rizomyliotis is Senior Lecturer of Marketing at the University of Brighton, UK. He holds a PhD in Marketing and he researches in the fields of B2B, Services Marketing and Innovation. He has extensive consulting experience.

Kleopatra Konstantoulaki is Senior Lecturer at Westminster Business School, UK. She is an active researcher in the area of consumer psychology and communication and has published in peer-reviewed academic conferences and journals.

Ioannis Kostopoulos is the Head of PR and Journalism at Leeds Beckett University, UK. Having taught at several universities, he has published in academic journals and conferences. He specialises in services marketing.

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