Rationalisierung reagiert und dabei oft auch die Marketingbudgets gekürzt. Empirische Untersuchungen aus Deutschland und der Schweiz … Krsienbewältigungspotential des Marketing in der Rezession zu übersehen. …Empirical investigations conducted in Germany and Switzerland show unanimous that most firms choose rationlization …

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 … comprehensive guide to assist practitioners in decision-making and a stimulating analysis of the B2B marketing communications …