Jane Smith

by Alan Weber Business-to-business marketing and business-to-consumer marketing are very different. Communications are different, databases are different and sales methods are different. Most companies consider themselves to be one or the other. But the division between the two markets isn't absolute. Many consumer marketers also sell to businesses, whether they recognize it or not. It is not uncommon to begin a marketing database analysis comparing consumers based on demographic data, and find the biggest customers aren't private consumers at all. In most cases where a company sells to both, the database, communication efforts and selling efforts are geared toward consumers. This often means the

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