ABSTRACT

This chapter defines the business-to-business (B2B) market, the differences between B2B and the business-to-consumer (B2C) markets, and the parties in the market. Paraphrasing the relationship marketing paradigm, B2B marketing can be defined as the development, management and maintenance of interactions, relationships and networks between companies and organisations. Companies and organisations have a product or service which they sell/provide/offer to and buy/demand/need from other companies. The company plans its power production to ensure a right mix of different production sources – coal, nuclear, solar, wind, etc. Profits are an opportunity cost for their investments because the owners could have invested in other companies or assets that would increase in value and give them returns. Non-business actors are parties that are active in business markets but have non-profit objectives. The report led the Government of Gabon to take steps to streamline the timber export sector.