Business-to-Business Marketing Communications

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Author :
Publisher : Springer
ISBN 13 : 3319587838
Total Pages : 92 pages
Book Rating : 4.3/5 (195 download)

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Book Synopsis Business-to-Business Marketing Communications by : Ioannis Rizomyliotis

Download or read book Business-to-Business Marketing Communications written by Ioannis Rizomyliotis and published by Springer. This book was released on 2017-06-27 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Business-to-business Marketing

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Author :
Publisher : Pearson Education
ISBN 13 : 9780273682790
Total Pages : 396 pages
Book Rating : 4.6/5 (827 download)

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Book Synopsis Business-to-business Marketing by : Chris Fill

Download or read book Business-to-business Marketing written by Chris Fill and published by Pearson Education. This book was released on 2005 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Business to Business Marketing is comprehensive and rigorous, yet highly accessible. The material is bang up to date, with a plethora of examplesfrom around the globe and a bold assertion of the importance of IT and the Internet. I really enjoyed reading this new book and I am sure my students would be similarly enthusiastic." Nick Ellis, Research Fellow in Marketing, The Management Centre, University of Leicester. A superb examination of the integration of relationships and technology that characterise contemporary B2B marketing practice! Chris and Karen Fill bring to life B2B marketing from a marketing management perspective. Unlike other books in this area, B2B Marketing: relationships, systems and communications considers the subject through two primary themes the management of interorganisational relationships AND the impact of information systems and technology on organisational performance. Geared toward both postgraduate and final year undergraduate students, this book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, Business Studies, eBusiness, Business Information Systems, and MBAs. It can also be used for related units in Engineering and Social Studies based programmes. Students following the CIM's Professional Diploma Module, Marketing Communications, will also benefit from this book, as well as those taking stand-alone professional B2B Marketing seminars. "Business to Business Marketing will help change the view students may haveof B2B as a less glamorous, creative or interesting area of marketing. Excellently written, well presented and full of real life illustrations, Business to Business Marketing is a pleasure to read and I will gladly recommend it to my colleagues."Adriana Dredge, Senior Lecturer at LCP, London Institute Visit www.booksites.net/fill to access a wide range of teaching and learning resources that accompany the book. Chris Fill is currently Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. Recently appointed a Fellow of Chartered Institute of Marketing, he is also their Senior Examiner for the Marketing Communications module. Karen Fill has worked in the commercial world as a systems analyst/consultant. She is currently working at the University of Southampton as a researcher in the field of educational technology and learning design.

Business-to-business Marketing

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Author :
Publisher : Pearson Education
ISBN 13 : 9780273646471
Total Pages : 540 pages
Book Rating : 4.6/5 (464 download)

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Book Synopsis Business-to-business Marketing by : Ray Wright

Download or read book Business-to-business Marketing written by Ray Wright and published by Pearson Education. This book was released on 2004 with total page 540 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business-to-business markets are markets where one business markets and sells products and services for an organisation's own use or to sell on to other businesses for their own use. This text provides an overview of business-to-business marketing.

Leveraged Marketing Communications

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Author :
Publisher : Routledge
ISBN 13 : 1000394204
Total Pages : 252 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis Leveraged Marketing Communications by : Sukki Yoon

Download or read book Leveraged Marketing Communications written by Sukki Yoon and published by Routledge. This book was released on 2021-05-30 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive book features recent works on leveraged marketing communications (LMC)—an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.

AMA Handbook For Managing Business To Business Marketing Communications

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Author :
Publisher : McGraw Hill Professional
ISBN 13 : 9780844235950
Total Pages : 406 pages
Book Rating : 4.2/5 (359 download)

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Book Synopsis AMA Handbook For Managing Business To Business Marketing Communications by : J. Nicholas DeBonis

Download or read book AMA Handbook For Managing Business To Business Marketing Communications written by J. Nicholas DeBonis and published by McGraw Hill Professional. This book was released on 1997-04-11 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: That's what is special about this book: it provides the framework that will enable the marketing professional to get everyone in the organization to buy into integrated communications objectives and programs. Who is this book for? Marketing Practitioners: You'll get some new ideas and perspectives to plug into your current programs. "Nonmarketing" marketers: If you've recently been thrown into the "deep water" of marcom, just start reading. This book could be your life preserver.

Business to Business Marketing Management

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Author :
Publisher : Routledge
ISBN 13 : 1317190076
Total Pages : 713 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis Business to Business Marketing Management by : Alan Zimmerman

Download or read book Business to Business Marketing Management written by Alan Zimmerman and published by Routledge. This book was released on 2017-09-25 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships – except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe. Other unique features of this insightful study include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics and CSR early in the text; and detailed review of global B2B services marketing, trade shows, and market research. This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM, and social media as well as personal selling. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. Yet, it is comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.

Business Marketing Face to Face

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Author :
Publisher : Goodfellow Publishers Ltd
ISBN 13 : 1906884692
Total Pages : 348 pages
Book Rating : 4.9/5 (68 download)

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Book Synopsis Business Marketing Face to Face by : Chris Fill

Download or read book Business Marketing Face to Face written by Chris Fill and published by Goodfellow Publishers Ltd. This book was released on 2011-10-01 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business Marketing is an academic textbook written from a marketing management perspective. It is about the marketing methods, issues and principles associated with the relationships and interactions between organisations.

Business-to-Business Marketing

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Author :
Publisher : SAGE
ISBN 13 : 1446247783
Total Pages : 409 pages
Book Rating : 4.4/5 (462 download)

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Book Synopsis Business-to-Business Marketing by : Ross Brennan

Download or read book Business-to-Business Marketing written by Ross Brennan and published by SAGE. This book was released on 2010-10-20 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined. - Featuring updated case studies and a range of new examples. - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability. - Extended coverage of Key Account Management - Online lecturer support including PowerPoint slides and key web links Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and to postgraduate students of marketing, management and business studies. Praise for the Second Edition: 'I found that the first edition of Brennan, Canning and McDowell's text was excellent for raising students' awareness and understanding of the most important concepts and phenomena associated with B2B marketing. The second edition should prove even more successful by using several new case studies and short 'snapshots' to illustrate possible solutions to common B2B marketing dilemmas, such as the design and delivery of business products and services, the selection of promotional tools and alternative routes to market. The new edition also deals clearly with complex issues such as inter-firm relationships and networks, e-B2B, logistics, supply chain management and B2B branding' - Michael Saren, Professor of Marketing, University of Leicester 'This textbook makes a unique contribution to business-to-business teaching: not only does it provide up-to-date cases and issues for discussion that reach to the heart of business-to-business marketing; it also brings in the latest academic debates and makes them both relevant and accessible to the readers. A fantastic addition to any library or course' - Dr Judy Zolkiewski, Senior Lecturer in Business-to-Business Marketing, Manchester Business School 'The advantage of the approach taken by Brennan and his colleagues is that this book manages to convey both the typical North American view of B2B marketing as the optimisation of a set of marketing mix variables, and the more emergent European view of B2B Marketing as being focused on the management of relationships between companies. This updated second edition sees the addition of a number of 'snapshots' in each chapter that bring the subject alive through the description of current examples, as well as some more expansive end-of-chapter case studies. It is truly a most welcome addition to the bookshelves of those students and faculty interested in this facet of marketing' - Peter Naudé, Professor of Marketing, Manchester Business School 'The strength of this text lies in the interconnection of academic theory with real world examples. Special attention has been given to the role that relationships play within the Business-to business environment, linking these to key concepts such as segmentation, targeting and marketing communications, which importantly encompasses the role personal selling as relationshipmmunications building and not just order taking. With good coverage of international cultural differences this is a valuable resource for both students of marketing and sales' - Andrew Whalley, Lecturer in Business-to-Business Marketing, Royal Holloway University of London 'The text provides an authoritative, up-to-date review of organisational strategy development and 'firmographic' market segmentation. It provides a comprehensive literature review and empiric examples through a range of relevant case studies. The approach to strategy formulation, ethics and corporate social responsibility are especially strong' - Stuart Challinor, Lecturer in Marketing, Newcastle University 'This revised second edition offers an excellent contemporary view of Business-to-Business Marketing. Refreshingly, the text is packed with an eclectic mix of largely European case studies that make for extremely interesting reading. It is a 'must read' for any undergraduate or postgraduate Marketing student' - Dr Jonathan Wilson, Senior Lecturer, Ashcroft International Business School, Anglia Ruskin University, Cambridge

Marketing Communications

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Author :
Publisher : Routledge
ISBN 13 : 1317697758
Total Pages : 445 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Marketing Communications by : Lynne Eagle

Download or read book Marketing Communications written by Lynne Eagle and published by Routledge. This book was released on 2014-08-27 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.

Business to Business Communications Handbook

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Author :
Publisher : NTC/Contemporary Publishing Company
ISBN 13 :
Total Pages : 328 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Business to Business Communications Handbook by : Fredrick R. Messner

Download or read book Business to Business Communications Handbook written by Fredrick R. Messner and published by NTC/Contemporary Publishing Company. This book was released on 1992 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Handbook of Business-to-Business Marketing

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Author :
Publisher : Edward Elgar Publishing
ISBN 13 : 1800376871
Total Pages : 713 pages
Book Rating : 4.8/5 (3 download)

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Book Synopsis Handbook of Business-to-Business Marketing by : Lilien, Gary L.

Download or read book Handbook of Business-to-Business Marketing written by Lilien, Gary L. and published by Edward Elgar Publishing. This book was released on 2022-07-15 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.

Business-to-business Marketing Communications

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Author :
Publisher :
ISBN 13 : 9780749425586
Total Pages : 365 pages
Book Rating : 4.4/5 (255 download)

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Book Synopsis Business-to-business Marketing Communications by : Norman A. Hart

Download or read book Business-to-business Marketing Communications written by Norman A. Hart and published by . This book was released on 1998 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Communications

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Publisher : John Wiley & Sons
ISBN 13 : 0470319925
Total Pages : 613 pages
Book Rating : 4.4/5 (73 download)

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Book Synopsis Marketing Communications by : Micael Dahlen

Download or read book Marketing Communications written by Micael Dahlen and published by John Wiley & Sons. This book was released on 2009-12-21 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***

Integrated Marketing Communications

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Publisher : Springer Nature
ISBN 13 : 3030764168
Total Pages : 379 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis Integrated Marketing Communications by : Philip J. Kitchen

Download or read book Integrated Marketing Communications written by Philip J. Kitchen and published by Springer Nature. This book was released on 2022-01-03 with total page 379 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.

Profitable Marketing Communications

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Publisher : Kogan Page Publishers
ISBN 13 : 0749451424
Total Pages : 225 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Profitable Marketing Communications by : Antony Young

Download or read book Profitable Marketing Communications written by Antony Young and published by Kogan Page Publishers. This book was released on 2007-03-03 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

Innovative Marketing Communications

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Publisher : Routledge
ISBN 13 : 1136395210
Total Pages : 345 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Innovative Marketing Communications by : Guy Masterman

Download or read book Innovative Marketing Communications written by Guy Masterman and published by Routledge. This book was released on 2007-06-01 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.

Effective Promotional Planning for e-Business

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Author :
Publisher : Routledge
ISBN 13 : 1136408290
Total Pages : 298 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Effective Promotional Planning for e-Business by : Cathy Ace

Download or read book Effective Promotional Planning for e-Business written by Cathy Ace and published by Routledge. This book was released on 2012-05-16 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Effective Promotional Planning for e-Business' is an introductory text for those who need to gain a practical insight into promotional planning and implementation for e-businesses. Using a range of case studies from around the world, the book illustrates current practice in marketing communications, looking at both start ups and e-business solutions from existing organizations. It covers product, service, business to consumer, business to business, UK, transatlantic and global communications issues, both internally and externally. The book also addresses specific issues such as: · Developing traffic · Making sites more sticky · Ensuring best possible CRM, partner communications, internal communications and motivation · Co-ordinating your tactics alongside traditional brand building With its user-friendly layout and an accompanying website that includes presentation material, additional questions, case studies and updated web links, 'Effective Promotional Planning for e-Business' is the essential guide to this area. It is ideal for all marketing communications executives and managers who need a practical text to help them to prepare a workable marketing communications programme for an e-business operation.