When creating a marketing plan it is necessary to take marketing in a different form than in B2C marketing. In B2B communication, it is necessary to focus more on the added value of the offered product or service. This can be a reduction in costs (development, production, distribution…), increase in turnover, etc. Emotions also play a role in B2B, but the main criterion should be the arguments of what the marketed entity will bring to the customer.

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