Authors: | Konstantoulaki, Kleopatra Rizomyliotis, Ioannis Kostopoulos, Ioannis |
Publisher: | Springer |
Issue Date: | 1-Jan-2017 |
Keywords: | Media, Digital media, Online marketing, Advertising, B2B Marketing, Marketing Communications, Marketing effectiveness, Print ad effectiveness, Marketing ROI, Campaign analysis, Digital media innovation, Digital marketing innovation |
Abstract: | 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. |
ISBN: | 978-3-319-58783-7 |
DOI: | 10.1007/978-3-319-58783-7 |
URI: | https://uniwacris.uniwa.gr/handle/3000/1160 |
Type: | Book |
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: | Books / Βιβλία |
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