Have you come across this paper?

Swani, K., et al. (2014), Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications, Industrial Marketing Management, 873-881.

Marcin Świtała that is really interesting, what other paper would you recommend to better under the differences within two approaches (B2B and B2C)?

Hi Tommaso Venanzoni!

Have you read a book by Kotler and Pfoertsch called B2B Brand Management? The second chapter is particularly valuable.

The B2B strategy in beverages is different from B2C because it serves bars, restaurants, hotels and supermarkets. Such points of sale will always need to be supplied, as they serve the consumer directly. What needs to be considered in B2C strategies is the consumer's willingness to purchase beverages through that channel.

A b2b offer (to HoReCa) needs to be described in financial/business terms = how it influences the client's business NPV, when the client would use it. For instance the supplier of beverages can contribute to: (1) reduction of inventory (frozen cash) of beverages the HoReCa customer needs to serve the consumers (2) bringing any additional group of consumers (additional source of cash) to HoReCa client's business, better than other beverage supplier.

Many b2b authors omit this in their research = limit their research to functional values. I tried to present it in:

R Kłeczek (2014) NPV-relevant product description and b2b marketing contribution to value creation. Management and Business Administration. Central Europe. VOL. 22, NO. 4(127), p. 109-117.

R Kłeczek (2017) Where is value in value proposition Marketing i Rynek 4/2017, p. 4-11.

Regards

Richard Kleczek

They connect with B2B players through Personal Selling, Sales Promotions and Distribution Management. Mass media channels, such as TV ads, are used to promote their brand from the B2C perspective.