There is little doubt that the word “barter” makes some brand marketers’ heads spin. For some people, corporate barter remains a bit mysterious. It need not be. The barter process is simpler than ever and has proven to be a valuable tool for corporations. In particular, trading merchandise for media is an important marketing tool for many companies. Barter was, after all, the original form of trade, pre-dating currency and serving as the building block for what evolved into today’s economic system.

Nonetheless, marketers often have many questions about barter. The most notable among these are: How do you know if barter is right for your company?  How does the process work? How do you choose the right corporate trading partner?