January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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BUSINESS-TO-BUSINESS AND BUSINESS-TO-CONSUMER MARKETING ARE COMPLETELY DIFFERENT
There is a widely held view that marketing in business-to-business (B2B) is completely different from business-to-consumer (B2C). While many corporations focus on one or the other, there are examples of companies that service both groups. Airlines such as British Airways, technology companies like Apple and telecommunications providers such as Verizon in the United States, have offerings for both the business and domestic markets.
Regardless of the audience, marketing is ‘the process of determining, communicating and delivering value in order to obtain and retain customers’. This objective is the same whether the buyers are corporations or households. ...
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