Marketing or market research defined by whether the customers of an organization are themselves organizations (business-to-business, or “B2B”) or individuals (business-to-consumer, or “B2C”). Most market research projects focus on either B2B or B2C, though some cover both categories. For example, a video security company trying to improve sales to office managers would be a B2B project, while the same company trying to understand home owner preferences would be B2C.
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