Classifying businesses — Richard Webber, Richard Lloyd and Sue Walters, Interactive Marketing, Vol. 6 No. 1

Both in business-to-business (B2B) and business-to-consumer (B2C) marketing, marketing resources can be more efficiently targeted if an organisation has access to 'external' as well as internally sourced information on customers and prospects. But the range and detail of external information accessible to B2C marketers have for many years been considerably greater than that available to B2B marketers. As a result B2C marketers have had access to a wider range of more sophisticated value-added segmentation services than their B2B counterparts.

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