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Business-to-Business Marketing Communications

Value and Efficiency Considerations in Recessionary Times

Authors: Rizomyliotis, Ioannis, Konstantoulaki, Kleopatra, Kostopoulos, Ioannis

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  • 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 
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eBook 44,02 €
price for Spain (gross)
  • ISBN 978-3-319-58783-7
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-319-58782-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-319-86474-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

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.

About the authors

Ioannis Rizomyliotis is Senior Lecturer of Marketing at the University of Brighton, UK. He holds a PhD in Marketing and he researches in the fields of B2B, Services Marketing and Innovation. He has extensive consulting experience.

 

Kleopatra Konstantoulaki is Senior Lecturer at Westminster Business School, UK.  She is an active researcher in the area of consumer psychology and communication and has published in peer-reviewed academic conferences and journals.

 

Ioannis Kostopoulos is the Head of PR and Journalism at Leeds Beckett University, UK. Having taught at several universities, he has published in academic journals and conferences. He specialises in services marketing.

Table of contents (6 chapters)

Table of contents (6 chapters)
  • The Significance of Business-to-Business Marketing

    Rizomyliotis, Ioannis (et al.)

    Pages 1-12

  • Business-to-Business Marketing Communication During Recession

    Rizomyliotis, Ioannis (et al.)

    Pages 13-21

  • The Current Media Landscape in Business-to-Business Markets

    Rizomyliotis, Ioannis (et al.)

    Pages 23-31

  • Business-to-Business Print Ad Effectiveness: Some Empirical Evidence

    Rizomyliotis, Ioannis (et al.)

    Pages 33-68

  • Achieving Advertising Effectiveness Through Innovation

    Rizomyliotis, Ioannis (et al.)

    Pages 69-77

Buy this book

eBook 44,02 €
price for Spain (gross)
  • ISBN 978-3-319-58783-7
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-319-58782-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-319-86474-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Business-to-Business Marketing Communications
Book Subtitle
Value and Efficiency Considerations in Recessionary Times
Authors
Copyright
2017
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-58783-7
DOI
10.1007/978-3-319-58783-7
Hardcover ISBN
978-3-319-58782-0
Softcover ISBN
978-3-319-86474-7
Edition Number
1
Number of Pages
XIII, 92
Number of Illustrations
2 b/w illustrations
Topics