Business-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times By Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos English | PDF | 2017 | 98 Pages | ISBN : 331958782X | 2 MB
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.
Essentials of Marketing Communications by Prof Jim Blythe English | 15 Dec. 2005 | ISBN: 027370205X | 352 Pages | PDF | 18.49 MB
Essentials of Marketing Communications 3rd edition gives students a concise overview of the strategic and tactical decision-making processes involved in marketing communications. It also links the current theories of marketing communications