Business-to-Business Media Selection
Contribution to Book
Format of Original
Wiley International Encyclopedia of Marketing
Original Item ID
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.
Krueger, Kyle and Soley, Lawrence, "Business-to-Business Media Selection" (2011). College of Communication Faculty Research and Publications. 82.