Business-to-Business Marketing Communications (eBook)

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.

Acknowledgements 6
Contents 7
List of Figures 8
List of Tables 9
1 The Significance of Business-to-Business Marketing 10
Abstract 10
B2B Value, Needs and Offers 10
Soft Skills for a Hard Industry 15
References 20
2 Business-to-Business Marketing Communication During Recession 22
Abstract 22
Marketing Communications During Recession 22
An Investment Not a Cost 27
References 29
3 The Current Media Landscape in Business-to-Business Markets 31
Abstract 31
The Status Quo 31
Print Media Vs. Digital Media 34
B2B Publishers 35
To Print or Not to Print? 37
References 37
4 Business-to-Business Print Ad Effectiveness: Some Empirical Evidence 40
Abstract 40
The Importance of Measuring Print Ad Effectiveness 41
Study 1: Industrial Print Ad Characteristics and Their Impact on Print Ad Effectiveness 43
Study 1 Background and Conceptual Framework 43
Study1 Methodology Results and Discussion 48
Ad Characteristics 50
Recall 52
Readership 53
Attitude Toward the Ad 54
Ad Persuasion 55
Study 2: An Exploratory Study of the Factors Influencing the Successful Outcome of Industrial Print Ad Campaigns 58
Study 2 Background and Conceptual Framework 58
Study 2 Methodology Results and Discussion 60
Increasing Sales 65
Creating Favorable Attitude 66
Creating Awareness 67
Limitations and Suggestions for Future Research 69
References 70
5 Achieving Advertising Effectiveness Through Innovation 76
Abstract 76
What Is Innovation? 76
Innovation and B2B Communication 79
A Holistic Approach of Innovation in B2B Communication 82
References 83
6 What Is Next for Business-to-Business Marketing Communication? 85
Abstract 85
Digitalization in B2B Marketing Communication 86
Emerging Advances in B2B Marketing Communication 87
Social Media 88
Mobile Advertising 88
Content Marketing 89
Email Marketing 89
Channel Integration 90
B2B Buyers Like Stories Too 91
Implications for B2B Managers in the Foreseeable Future 93
References 95
Index 97