ABSTRACT
This chapter explains the main aims and most important tools of business marketing. It introduces the fundamental difference between business-to-customer and business-to-business marketing and then describes the key tools, marketing planning methods and steps to develop a marketing strategy based on Industry 4.0 developments. In the 20th century, Japan contributed to the world with the so-called Japanese-style production approach referred to as Just In Time (JIT) provided by the Toyota Production System (TPS). In business-to-consumer (B2C) markets companies offer their products and services to individuals (end users and consumers). Segmenting the business market may lead the reader to find different homogenous groups of companies. The industrial business may be divided through industry classification, by region, operation variables or pure demographics (e.g., size) as well. In business marketing, the emphasis is on personal selling through the company's sales force.
