Thursday, October 4, 2007

The B2B brand stands for quality, reliability, and performance

Business-to-business or B2B marketing may not be visible to most of us, happening as it does away from the barrage of ad spots on primetime TV.

For starters, B2B means ‘business that sells products or provides services to other businesses,’ as defines. “For example, a company that makes chicken feed would sell it to a chicken farm, another company, rather than directly to consumers,” explains Wikipedia. A business-to-consumer (B2C) transaction, in this example, would be ‘a consumer buying grain-fed chickens at a grocery store’. Business-to-government or public administration is B2G.

“B2B marketing is generally considered to be more complex than B2C marketing, as there is often more than one decision-maker involved in a B2B sale on the buyer’s side,” notes

What then is the most influential factor in B2B marketing strategy? “It would be easy to say something like ‘personal selling excellence’, or ‘managing your distributors effectively’, or other similar things,” say Ross Brennan, Louise E. Canning and Raymond McDowell, the authors of Business-To-Business Marketing (

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