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Business-to-Business Marketing Communications

Overview of attention for book
Cover of 'Business-to-Business Marketing Communications'

Table of Contents

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    Book Overview
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    Chapter 1 The Significance of Business-to-Business Marketing
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    Chapter 2 Business-to-Business Marketing Communication During Recession
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    Chapter 3 The Current Media Landscape in Business-to-Business Markets
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    Chapter 4 Business-to-Business Print Ad Effectiveness: Some Empirical Evidence
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    Chapter 5 Achieving Advertising Effectiveness Through Innovation
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    Chapter 6 What Is Next for Business-to-Business Marketing Communication?
Attention for Chapter 4: Business-to-Business Print Ad Effectiveness: Some Empirical Evidence
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