Business To Business Advertising

A complete guide to the principles and practices of advertising your products to business customers, this book provides valuable information on how business-to-business marketers can increase sales through better understanding and management of business-to-business advertising. It will help you: Understand the business customer and how purchase decisions are made, Position products and services, Set advertising objectives, Devise a budget reflecting the real contribution of advertising to profits, Create persuasive messages, Design a media plan to reach all decision makers, Measure the impact of advertising, Maximize productivity in the long term. Each chapter is supported by in-depth readings by leading professionals involved in businessto-business advertising. The comprehensive coverage and practical applications of Business-to-Business Advertising make this book a must for every business marketer.Susan Kennedy is the author of 'Business To Business Advertising', published 1991 under ISBN 9780844234717 and ISBN 0844234710.