O'Reilly logo

Marketing,that works in India by Y Moorthi

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required