Titlebook: Business-to-Business Marketing Communications; Value and Efficiency Ioannis Rizomyliotis,Kleopatra Konstantoulaki,Ioan Book 2017 The Editor

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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..978-3-319-86474-7978-3-319-58783-7

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https://doi.org/10.1007/978-3-322-85942-6y economy. In this context, the authors evaluate the role of marketing communication and refer to its growing importance in B2B area. This chapter also highlights the differences between way B2B and B2C markets and describes the way businesses operate and communicate in these markets, respectively.

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https://doi.org/10.1007/978-3-476-98851-5gely lies on their behavior toward innovation, which can lead to a competitive advantage. Similarly, their ability to incorporate innovation into their marketing function is critical and in a way determines the success of many organizations. The authors suggest that regardless of the nature of the m

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https://doi.org/10.1007/978-3-319-58783-7media; digital media; online marketing; advertising; B2B Marketing; Marketing Communications; Marketing ef

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