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Business to business (B2B) stands for relations between enterprises, contrary to relations between enterprises and other groups. The term is today used in marketing however it was established to describe the electronic communication relations between enterprises in order to distinguish it from the communication between enterprises and consumers B2C.While in former times one spoke primarily of industrial marketing or capital goods marketing, today the term B2B-Marketing is widely used. B2B-Marketing covers all products and services used by enterprises. B2B marketing is considered more complex than B2C marketing because on the buyer´s side, there is often more than one person involved in a B2B sale, the buying center.
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