Many business-to-business marketing executives lament the challenges of business-to-business marketing, maintaining that many traditional marketing concepts and principles do not apply. For a number of reasons, they assert that selling products and services to a company is fundamentally different from selling to individuals. Others disagree, claiming that marketing theory is still valid and only involves some adaptation in the marketing tactics.
Business-to-business marketing requires a special, unique set of marketing concepts and principles versus business-to-business marketing is really not that different and the basic marketing concepts and principles apply.