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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Business-to-Business Marketing Communications - Value and Efficiency Considerations in Recessionary Times (Paperback, Softcover reprint of the original 1st ed. 2017)
Loot Price: R1,727
Discovery Miles 17 270
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Business-to-Business Marketing Communications - Value and Efficiency Considerations in Recessionary Times (Paperback, Softcover reprint of the original 1st ed. 2017)
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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.
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