Business-to-Business Marketing Communications Value and Efficiency C
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 auth
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Business-to-Business Marketing Communications
Ioannis Rizomyliotis Kleopatra Konstantoulaki Ioannis Kostopoulos
Business-toBusiness Marketing Communications Value and Efficiency Considerations in Recessionary Times
Ioannis Rizomyliotis Brighton Business School University of Brighton Brighton, UK
Ioannis Kostopoulos Leeds Beckett University Leeds, UK
Kleopatra Konstantoulaki Westminster Business School University of Westminster London, UK
ISBN 978-3-319-58782-0 ISBN 978-3-319-58783-7 (eBook) DOI 10.1007/978-3-319-58783-7 Library of Congress Control Number: 2017943622 © The Editor(s) (if applicable) and The Author(s) 2017 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover Illustration: © nemesis2207/Fotolia.co.uk Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
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Acknowledgements
This monograph stems from Ioannis Rizomyliotis’ interest in business-to-business marketing communication. His profound and ongoing focus on this neglected research area was the main inspiration for this project and gave us the motivation to put this work together. It has been a pleasure for us to work together like we have done in the past with various projects. It was quite challenging as well, as we had to merge different approaches and ideas into one commonly accepted piece of work. But, no matter how tiring and time consuming it has been, the outcome is yet one that compensates for all of our efforts. We want to thank all the people that have inspired us during this journey, including friends and family. We would also like to offer our sincere appreciation to all those who helped with this monograph. This long list includes all those who offered their s
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