ABSTRACT
Business marketing is the practice of organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations. Also known as industrial marketing, business marketing is also called business-to-business marketing, or B2B marketing, for short (https://en.wikipedia.org/wiki/ Business_marketing, 2007). B2B marketing is larger in size of revenues than B2C (businessto-consumer) marketing because B2B marketing includes all inter-organizational transactions involving suppliers, manufacturers, agents, distributors, retailers, transportation firms, financial enterprises and government departments. Thus, learning how firms implement B2B strategies and attempt to evaluate and improve the effectiveness and efficiency of such strategies are worthy topics for training by executives and students.
