Marketing,that works in India

PART IV   Business-to-Business Marketing

Marketing that aims individuals is called Business-to-Consumer (B2C) marketing (e.g. a housewife buying a talcum powder). By contrast, marketing that aims institutions or organizations or other businesses is called Business-to-Business (B2B) marketing. In B2B marketing, one business markets to another business, not an individual. The words industrial, organizational and business-to-business marketing are used interchangeably here. B2B has the broadest connotation, hence it has universal appeal. Industrial marketing discipline of earlier days has now become a subset of B2B marketing. For instance, how does a steel mill buy 20 photocopying machines for its administrative offices? Intuitively we know it will ...