The fundamental differences between B2C and B2B

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Pawlowski Mieczyslaw, Pastuszak Zbigniew (2016). B2B Customers Buying Behavior (Links to an external site.). International Journal of Synergy and Research, Vol. 5 DOI: 10.17951/ijsr.2016.5.19

Snyder, K. and Hilal P. (2015). The Changing Face of B2B Marketing (Links to an external site.).

Lingqvist, O., Plotkin, C. L. and Stanley, J. (2015). Do You Really Understand How Your Business Customers Buy?, (Links to an external site.) McKinsey Quarterly.

Grewal, R., Lilien, G.L., Bharadwaj, S et al. Business-to-Business Buying: Challenges and Opportunities (Links to an external site.) Cust. Need. and Solut. 2, 193–208 (2015). https://doi.org/10.1007/s40547-015-0040-5 (Links to an external site.)

Brian P. Brown, Alex R. Zablah, Danny N. Bellenger, Wesley J. Johnston (2011). When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity. International Journal of Research in Marketing (Links to an external site.) Volume 28, Issue 3 (Links to an external site.), September 2011, Pages 194-204

https://www.sciencedirect.com/science/article/abs/pii/S0167811611000450?via%3Dihub (Links to an external site.)

Prior P. Daniel, Keranen Joona (2020). Revisiting contemporary issues in B2B marketing: It’s not just about artificial intelligence. Australasian Marketing Journal (AMJ) (Links to an external site.) Volume 28, Issue 2 (Links to an external site.), May 2020, Pages 83-89 https://www.sciencedirect.com/science/article/abs/pii/S1441358219302228?via%3Dihub


Compose a paper 4-5 pages of length, not including a cover page and a references page with the title:

The fundamental differences between B2C and B2B in the ways they affect customer behavior: A critical synthesis of academic publications

Your paper should address the topic by integrating information from multiple sources. You are definitely allowed to also express your opinions, as long as you support them with references. You should use APA format, Times New Roman font, size 12, double-spaced, with 1-inch page margins


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