Contribution to Book
Business-to-Business Media Selection
Wiley International Encyclopedia of Marketing
Document Type
Contribution to Book
Language
eng
Format of Original
3 p.
Publication Date
1-1-2011
Publisher
Wiley-Blackwell
Original Item ID
doi: 10.1002/9781444316568.wiem04013/abstract
Disciplines
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.
Citation Information
Kyle Krueger and Lawrence Soley. "Business-to-Business Media Selection" Wiley International Encyclopedia of Marketing (2011) ISSN: 9781405161787 Available at: http://works.bepress.com/lawrence_soley/20/
"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.