Title

Business-to-Business Media Selection

Document Type

Contribution to Book

Publication Date

2011

Source Publication

Wiley International Encyclopedia of Marketing

Abstract

Business-to-business advertising media selection consists of analyzing and selecting the appropriate media and vehicles for reaching workplace-based prospects. The analysis is based on quantitative factors such as cost efficiency, and qualitative factors such as the appropriateness of the vehicle's editorial environment for the product or service being marketed.

Comments

"Business-to-Business Media Selection," in Wiley International Encyclopedia of Marketing. Volume 4: Integrated Marketing Communications. Editors in chief, Jagdish Sheth and Naresh K. Malhotra. Volume Editors, Mickey and George Belch. John Wiley & Sons, Ltd., 2011: 48-50. DOI: 10.1002/9781444316568.wiem04013.