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  • Business-to-Business Marketing Communications

    Value and Efficiency Considerations in Recessionary Times

    by Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Ioannis Kostopoulos ...
    Series series Business and Management (R0)
    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 ... Read more

    $53.99 USD