Business-to-business marketing communications: value and efficiency considerations in recessionary times
Auteur :
Rizomyliotis, Ioannis / Konstantoulaki, Kleopatra / Kostopoulos, Ioannis
Éditeur :
Springer International Publishing AG
ISBN :
9783319864747
Date de publication :
12 mai 2018
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
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.