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Ioannis Kostopoulos的圖書 |
$ 1651 電子書 | Business-to-Business Marketing Communications
作者:Ioannis Rizomyliotis,Kleopatra Konstantoulaki,Ioannis Kostopoulos 出版社:Springer International Publishing 出版日期:2017-06-27 語言:英文 樂天KOBO - 行銷與銷售 - 來源網頁   看圖書介紹 |
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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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