3.1 Session learning outcomes

After studying this session, you should be able to:

• define B2B marketing
• explain some ways in which B2B marketing is different from consumer marketing
• outline the concept of a decision-making unit (DMU) as it applies to organisational purchasing.

Figure 5

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An image of a desk covered with paperwork. There is a close up of a person’s arm and they appear to be writing on one of the documents.

Figure 5