MNM2604_Business to business marketing

MNM2604_Business to business marketing Defining B2B marketing is useful to differentiate it from business-to-consumer (B2C) marketing. Cooke (1986) provides the following (slightly adapted) perspectives of industrial or B2B marketing: • B2B marketing entails the marketing of goods or services to commercial enterprises, governments, and non-profit institutions for resale to other industrial (sic business) consumers for use in the goods and services that they, in turn, produce. • B2B marketing entails all human activities directed toward satisfying wants and needs of professional buyers and other individuals influencing purchases in commercial, institutional, and governmental organisations through the exchange process. • B2B marketing represents the set of activities directed toward facilitating and expediting exchange involving customers in industrial markets and industrial products.