Selecting Media

  • Philippe Malaval
  • Christophe Bénaroya


The choice of media depends first of all on whether the clientele is professional or consumer. In B to B, the main media used are trade shows, the trade press and direct marketing. In consumer marketing, television dominates followed by the press, direct marketing and to a lesser degree billboard campaigns and the radio. Public relations, sales promotions, lobbying and Internet sites are used for both markets.


Public Relation Direct Marketing Space Sector Airline Company Sales Team 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media New York 2002

Authors and Affiliations

  • Philippe Malaval
    • 1
  • Christophe Bénaroya
    • 2
  1. 1.Toulouse Business School (ESC Toulouse)France
  2. 2.Business ConseilFrance

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