2. Business-to-Business Marketing Communication During Recession

This chapter refers to the increasing demand for rationalized budgets and underlines the need for a better understanding of the determinants of successful B2B marketing communication campaigns. This is due to the fact that B2B buyers are by default involved in purchasing of high risk and cost; hence, they need accurate information before they make decisions. The authors, thus, argue that marketing communication is one of the most important aspects for B2B organizations, especially during recession, given its contribution to the creation of robust relationships with customers. According to the authors, effective B2B marketing communication should be viewed as an asset; it is an investment for businesses rather than a cost.