ABSTRACT
Most theories and case materials concerning the world of marketing are concerned with the practices and processes within consumer markets. This is despite the fact that there are many more companies involved in business-to-business (or ‘B2B’) marketing. One possible explanation for this situation is that individuals who work in marketing perceive consumer markets as being more glamorous. This perception is caused by being involved in products and services known to the general public and the opportunity for being responsible for promotional budgets much greater than those typically encountered in industrial markets.
