The Current Media Landscape in Business-to-Business Markets

Abstract

The traditional B2B marketing communication channels have faced a decline during the economic recession and after the evolution of the digital era. Still, they continue to signify a large share of B2B marketing communication budgets globally. In light of this seeming situation, the authors make an attempt to portray the current B2B media landscape, suggesting that print media may be losing ground to digital tactics, but still represent an important part of the marketing communication mix. Moreover, the chapter offers implications for marketing communication managers and for publishers of trade journals in the B2B sector.