DC FieldValueLanguage
dc.contributor.authorKonstantoulaki, Kleopatra-
dc.contributor.authorRizomyliotis, Ioannis-
dc.contributor.authorKostopoulos, Ioannis-
dc.date.accessioned2024-02-27T12:25:02Z-
dc.date.available2024-02-27T12:25:02Z-
dc.date.issued2017-
dc.identifiergoogle_scholar-yyQZj_QAAAAJ:u-x6o8ySG0sC-
dc.identifier.otheryyQZj_QAAAAJ:u-x6o8ySG0sC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1210-
dc.description.abstractThis chapter appraises the importance of innovation for business-to-business promotion. The authors state that the survival of organizations today largely lies on their behavior toward innovation, which can lead to a competitive advantage. Similarly, their ability to incorporate innovation into their marketing function is critical and in a way determines the success of many organizations. The authors suggest that regardless of the nature of the marketing communications mix, and irrespective of whether the promotion is traditional or digital or both, innovative communication techniques are always appealing to customers. Is that the case for industrial buyers as well? The future is, by all means, digital, but can we get the benefits of innovation without actually adopting the underlying technologies?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.titleAchieving Advertising Effectiveness Through Innovationen_US
dc.typeBook Chapteren_US
dc.identifier.doi10.1007/978-3-319-58783-7_5en_US
dc.relation.deptDepartment of Early Childhood Education and Careen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.identifier.spage69en_US
dc.identifier.epage77en_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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