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.