Business-to-Business Marketing Communications
Value and Efficiency Considerations in Recessionary Times
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Beschreibung
This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid drop of print media usage, the authors suggest the need for increased accountability for the use of advertising media and highlight ways to boost effectiveness. The book provides a robust analysis of the current B2B environment along with a research-informed illustration of the future. Aiming to fill a gap in existing literature and offer new research findings, this study offers a comprehensive guide to assist practitioners in decision-making and a stimulating analysis of the B2B marketing communications landscape which will be of great interest to academics of marketing and communications.
This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid drop of print media usage, the authors suggest the need for increased accountability for the use of advertising media and highlight ways to boost effectiveness. The book provides a robust analysis of the current B2B environment along with a research-informed illustration of the future. Aiming to fill a gap in existing literature and offer new research findings, this study offers a comprehensive guide to assist practitioners in decision-making and a stimulating analysis of the B2B marketing communications landscape which will be of great interest to academics of marketing and communications.
Evaluates the meaning of innovation in advertising and promotion in a B2B context Reviews the current B2B landscape, exploring upcoming developments and implications for marketing managers Provides a comprehensive guide for practitioners and an analysis of current literature on B2B communications for students and academics Includes supplementary material: sn.pub/extras
Autor*in
Ioannis Rizomyliotis
Themen in »Business-to-Business Marketing Communications«
media digital media online marketing advertising B2B Marketing Marketing Communications Marketing effectiveness print ad effectiveness marketing ROI Campaign analysis digital media innovation digital marketing innovation