According to Jeremy Kourdi, more than half of marketing majors start their careers in business marketing rather than consumer marketing. Professional conferences on business marketing are held every year and courses are commonplace at many universities today. Academic periodicals, including the Journal of Business-to-Business Marketing and the Journal of Business & Industrial Marketing now publish studies on the subject regularly. This began to change in the middle to late 1970s. He adds that the bulk of research on business marketing has come in the last 25 years. David Lichtenthal (professor of marketing at Zicklin School of Business) notes in his research that business marketing has existed since the mid-19th century. This entailed providers of goods or services selling directly to households through mass media and retail channels. Michael Morris, Leyland Pitt, and Earl Dwight Honeycutt say that for several years business marketing took "a back seat" to consumer marketing. In relation to marketing today, its history is more recent. The practice of a purveyor of goods trading with another may be as old as commerce itself. Business-to-government marketing, while still classified within the B2B discipline due to the sharing of dynamics, does differ slightly. It is a way to promote business and improve profit too.īusiness marketing is also known as industrial marketing or business-to-business (B2B) marketing. It allows them to sell products or services to other companies or organizations that resell them, use them in their products or services, or use them to support their works. Business marketing is a marketing practice of individuals or organizations (including commercial businesses, governments, and institutions).
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