Business-to-Business Marketing Communication During Recession
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: Recession, B2B marketing communications, Relationship marketing
Abstract: 
This chapter refers to the increasing demand for rationalized budgets and underlines the need for a better understanding of the determinants of successful B2B marketing communication campaigns. This is due to the fact that B2B buyers are by default involved in purchasing of high risk and cost; hence, they need accurate information before they make decisions. The authors, thus, argue that marketing communication is one of the most important aspects for B2B organizations, especially during recession, given its contribution to the creation of robust relationships with customers. According to the authors, effective B2B marketing communication should be viewed as an asset; it is an investment for businesses rather than a cost.
ISBN: 978-3-319-58783-7
DOI: 10.1007/978-3-319-58783-7_2
URI: https://uniwacris.uniwa.gr/handle/3000/1181
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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