Business-to-Business Media Selection
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Krueger, K. and Soley, L. 2010. Business-to-Business Media Selection. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
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.
- business-to-business marketing;
- advertising media selection;
- advertising media planning;
- advertising media;
- internet advertising;
- magazine advertising;
- quantitative decision-making;