The Current Media Landscape in Business-to-Business Markets
Authors: Konstantoulaki, Kleopatra 
Rizomyliotis, Ioannis 
Kostopoulos, Ioannis 
Publisher: Springer International Publishing
Issue Date: 28-Jun-2017
Book: Business-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times 
Keywords: Traditional media, Digital media, B2B publishers
Abstract: 
The traditional B2B marketing communication channels have faced a decline during the economic recession and after the evolution of the digital era. Still, they continue to signify a large share of B2B marketing communication budgets globally. In light of this seeming situation, the authors make an attempt to portray the current B2B media landscape, suggesting that print media may be losing ground to digital tactics, but still represent an important part of the marketing communication mix. Moreover, the chapter offers implications for marketing communication managers and for publishers of trade journals in the B2B sector.
ISBN: 978-3-319-58783-7
DOI: 10.1007/978-3-319-58783-7_3
URI: https://uniwacris.uniwa.gr/handle/3000/1159
Type: Book Chapter
Department: Department of Early Childhood Education and Care 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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