DC FieldValueLanguage
dc.contributor.authorKonstantoulaki, Kleopatra-
dc.contributor.authorRizomyliotis, Ioannis-
dc.contributor.authorKostopoulos, Ioannis-
dc.date.accessioned2024-02-27T08:45:44Z-
dc.date.available2024-02-27T08:45:44Z-
dc.date.issued2017-06-28-
dc.identifiergoogle_scholar-yyQZj_QAAAAJ:4DMP91E08xMC-
dc.identifier.otheryyQZj_QAAAAJ:4DMP91E08xMC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1205-
dc.description.abstractThis chapter aims to review the current B2B landscape in terms of the upcoming developments in marketing communications. Industrial marketing managers operate against a background of financial uncertainty and, thus, are in seek for more sophisticated measures of accountability. Recession had a severe impact on advertising budgets given that advertising is still regarded as a cost rather than an investment by manufacturers. At the same time, digitalization brought fundamental changes to the way B2B marketing communication and advertisingare developed, planned and performed. In simple terms, a great digital challenge was posed for B2B firms, against a major financial problem. The authors also provide some implications for B2B marketing managers in the foreseeable future.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.subjectFuture of B2B Promotionen_US
dc.subjectTrends in B2Ben_US
dc.subjectAdvances in B2B Marketing Communicationen_US
dc.titleWhat Is Next for Business-to-Business Marketing Communication?en_US
dc.typeBook Chapteren_US
dc.identifier.doi10.1007/978-3-319-58783-7_6en_US
dc.relation.deptDepartment of Early Childhood Education and Careen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.identifier.spage79en_US
dc.identifier.epage90en_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.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.languageiso639-1en-
item.openairetypeBook Chapter-
item.cerifentitytypePublications-
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
CORE Recommender
Show simple item record

Page view(s)

28
checked on Aug 16, 2024

Google ScholarTM

Check

Altmetric

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.