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Entire contents © 2005  Forrester Research, Inc. All rights reserved.

Definitions

When the respondents completed the survey, they used the following definitions:

Business-to-business / trade marketing efforts: targeting large, small, or medium-sized companies, small offices or home offices, retailers, wholesalers, or distributors

General business magazines and newspapers: publications that cover broad business issues and economic topics (e.g., Wall Street Journal, Business Week, Forbes, etc)

Industry-specific / trade magazines (business-to-business/trade): publications that focus on news and trends affecting a specific industry (e.g., Progressive Grocer, Medical Economics)

Web-based events: product demonstrations, briefings, or presentations on clients, product/services, and/or industry topics conducted for customers and/or prospects on the Internet using services like Webex, etc.

In-person events: trade shows, conferences, product demonstrations, or presentations on industry topics conducted for customers and/or prospects held in-person at a hotel or other meeting facility.

Online marketing: e.g., ads, search, email, directories, and sponsored Web content.

In the course of this presentation, we use these additional terms:

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Online advertising: e.g., search, ads, and content sponsorship on Web sites.

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Other online marketing: e.g., Web-based events, email lists, and online directories.

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Marketing communications: e.g., public relations, custom publications, printed newsletters

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