LIBROS DEL AUTOR: ioannis kostopoulos

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  • Business-to-Business Marketing Communications
    Ioannis Kostopoulos / Ioannis Rizomyliotis / Kleopatra Konstantoulaki
    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....
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