Consumer Versus Corporate Marketing—Convergence or Divergence?

Abstract

Most of this book covered consumer marketing concepts and case studies. While I touched on corporate marketing, in which the customer is a corporation, this was not the main focus. Let me use this chapter to reiterate the major propositions for marketers using the context of corporate marketers, and examine the issues they face by comparing and contrasting them to consumer marketers. In using the term “corporate marketing,” I will be combining three other definitions often found in the literature—industrial marketing, business marketing, and business-to-business (B2B) marketing, grouping all of them under corporate marketing.