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Business-To-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times (Hardcover)

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Description


1. The Significance of Business-to-Business Marketing.- 2. Business-to-Business Marketing Communication During Recession.- 3. The Current Media Landscape in Business-to-Business Markets.- 4. Business-to-Business Print Ad Effectiveness: Some Empirical Evidence.- 5. Achieving Advertising Effectiveness Through Innovation.- 6. What is Next for Business-to-Business Marketing Communications?

About the Author


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.
Product Details
ISBN: 9783319587820
ISBN-10: 331958782X
Publisher: Palgrave MacMillan
Publication Date: July 17th, 2017
Pages: 92
Language: English