Marketing to businesses is fundamentally different from marketing to individual consumers. Business to business (B2B) marketing usually involves a much longer and multifaceted sales cycle. Additionally, decision makers are usually highly involved as the stakes are high.
Understanding the B2B process is vital for the success of businesses as there is increasing burden on managers to provide concrete results. Thus, decision making in the B2B context may be understood as individual psychology, small group psychology or a large group psychology. Consequently, it is important to use apposite strategies to engage B2B customers.
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