Business to business: What's different about B2B marketing?

When marketers who are experienced in the fmcg sector change to the world of B2B, many find it unnervingly different and difficult.

Business to business: What's different about B2B marketing?

Laurie Young

When marketers who are experienced in the fmcg sector change to the world of B2B, many find it unnervingly different and difficult. Laurie Young describes how to get to grips with marketing to other businesses.

There is no doubt that, in the past, the public discussion of marketing has been overly biased toward consumer marketing. Advertising and branding debates have focused on the likes of Unilever and P&G, while marketing academics have been obsessed with the consumer goods industries.

Until very recently, the text books of leading academics and the...

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