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Topic: Business
Number of pages / Number of words: 4 / 1068
Essay's paper body

Generally speaking, these terms are often used interchangeably with ‘B2B’ or

‘business-to-business marketing’. This text, however, uses the term B2B marketing, although

we acknowledge that not all organisations that make substantial purchases, for example government

departments, universities and hospitals, are in business in the profit-making sense of

the word...


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Thus, as pp. 149 et seq. will show, the term B2B marketing covers a wide range of

purchasing relationships between a wide range of organisations. First, however, it is important

to define more precisely what B2B marketing is.

Defining B2B marketing

B2B marketing is the management process responsible for the facilitation of exchange

between producers of goods and services and their organisational customers...


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