Contribution to Book
Business-to-Business Media SelectionWiley International Encyclopedia of Marketing
Document TypeContribution to Book
Format of Original3 p.
Original Item IDdoi: 10.1002/9781444316568.wiem04013/abstract
AbstractBusiness-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 InformationKyle 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/