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.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeBook Chapter-
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-
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου
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