DC FieldValueLanguage
dc.contributor.authorKonstantoulaki, Kleopatra-
dc.contributor.authorRizomyliotis, Ioannis-
dc.contributor.authorKostopoulos, Ioannis-
dc.date.accessioned2024-02-26T07:03:49Z-
dc.date.available2024-02-26T07:03:49Z-
dc.date.issued2017-
dc.identifiergoogle_scholar-yyQZj_QAAAAJ:LkGwnXOMwfcC-
dc.identifier.isbn978-3-319-58783-7-
dc.identifier.otheryyQZj_QAAAAJ:LkGwnXOMwfcC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1160-
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.publisherSpringeren_US
dc.sourceSpringer, 2017-
dc.subjectMediaen_US
dc.subjectDigital mediaen_US
dc.subjectOnline marketingen_US
dc.subjectAdvertisingen_US
dc.subjectB2B Marketingen_US
dc.subjectMarketing Communicationsen_US
dc.subjectMarketing effectivenessen_US
dc.subjectPrint ad effectivenessen_US
dc.subjectMarketing ROIen_US
dc.subjectCampaign analysisen_US
dc.subjectDigital media innovationen_US
dc.subjectDigital marketing innovationen_US
dc.titleBusiness-to-business marketing communications: Value and efficiency considerations in recessionary timesen_US
dc.typeBooken_US
dc.identifier.doi10.1007/978-3-319-58783-7en_US
dc.relation.deptDepartment of Early Childhood Education and Careen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeBook-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Early Childhood Education and Care-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-0481-3637-
crisitem.author.orcid0000-0002-3516-0050-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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