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Glossary

Capital Goods Marketing

The subject of Capital Goods Marketing, also know as B2B Marketing, is the marketing of, for instance, raw materials to more complex systems. It is not directed at individuals, but at private or public organizations. In contrast, Consumer Goods Marketing focuses on a broad mass market. In Capital Goods Marketing, communication is usually not anonymous, but carried out by a personal contact among manufacturing and purchasing companies. The relationship is usually on a long-term basis.

B2B

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