Cart 0
Business-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times

Business-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Times

ISBN: 9783319587820
Publisher: Palgrave Macmillan
Edition: 1st ed. 2017
Publication Date: 2017-06-28
Number of pages: 92
Any used item that originally included an accessory such as an access code, one time use worksheet, cd or dvd, or other one time use accessories may not be guaranteed to be included or valid. By purchasing this item you acknowledge the above statement.
$81.01

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.

Customer Reviews


Share this Product


More from this collection