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.

Evaluates the meaning of innovation in advertising and promotion in a B2B context Reviews the current B2B landscape, exploring upcoming developments and implications for marketing managers Provides a comprehensive guide for practitioners and an analysis of current literature on B2B communications for students and academics Includes supplementary material: sn.pub/extras

Autorentext

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.

Inhalt

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?