Acronym for business-to-business. The marketing of goods and services in which the market comprises businesses or organizations rather than the general public.
In B2B, personal selling is far more important than in consumer marketing. Communication is often handled through selective (targeted) media as opposed to mass media (broadcast).
Products are often complex and require comprehensive messages. However, even a grapefruit can be a B2B product when marketed to retail outlets, hotels or airlines, but a consumer product when viewed in relation to the general public.
v