DC FieldValueLanguage
dc.contributor.authorKonstantoulaki, Kleopatra-
dc.contributor.authorRizomyliotis, Ioannis-
dc.contributor.authorKostopoulos, Ioannis-
dc.date.accessioned2024-02-26T14:26:46Z-
dc.date.available2024-02-26T14:26:46Z-
dc.date.issued2017-06-28-
dc.identifiergoogle_scholar-yyQZj_QAAAAJ:KlAtU1dfN6UC-
dc.identifier.isbn978-3-319-58783-7-
dc.identifier.otheryyQZj_QAAAAJ:KlAtU1dfN6UC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1181-
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.publisherSpringer International Publishingen_US
dc.relation.ispartofBusiness-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Timesen_US
dc.sourceBusiness-to-Business Marketing Communications: Value and Efficiency …, 2017-
dc.subjectRecessionen_US
dc.subjectB2B marketing communicationsen_US
dc.subjectRelationship marketingen_US
dc.titleBusiness-to-Business Marketing Communication During Recessionen_US
dc.typeBook Chapteren_US
dc.identifier.doi10.1007/978-3-319-58783-7_2en_US
dc.relation.deptDepartment of Early Childhood Education and Careen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.identifier.spage13en_US
dc.identifier.epage21en_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.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeBook Chapter-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
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-
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου
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