The concept of business-to-business is quite ubiquitous in todays business world. It pertains to the commercial transactions between businesses. The transactions between a manufacturer and a wholesaler or between a wholesaler and a retailer are instances of business-to-business (B2B) commerce. A typical supply chain is characterized by a large number of B2B transactions in comparison to any other type of commercial transaction in the same supply chain. Going by the example of an automobile manufacturer that makes multiple B2B transactions, it procures tires, glass for windshields and other bits and pieces for its vehicles. B2B has been evolving and currently is being used in a new context as well. Many businesses are now using it for communication and collaboration and are referred to as B2B communication.
Originally, the term business-to-business was used to describe the communications between enterprises so as to differentiate it from the communications between enterprises or businesses and consumers. In the current scenario, B2B is also used in marketing to describe products and services put into use by enterprises. B2B marketing strategies have assumed great significance because they are instrumental in its overall success. B2B branding, pricing, promotion, campaigning are some of the aspects of marketing strategies. Experts are of the view that B2B shares the largest part of all marketing while its market value far exceeds that of the consumer market.