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Organisational Marketing Defined:
Any marketing activity that occurs between two organisations can be termed as organisational marketing. Another terminology gaining, popularity for organisational marketing since the 1980s is called business-to-business marketing (Gross et at., 1993), which essentially means the same. These activities differ from consumer marketing mainly due to the fact that in consumer marketing, the interaction is between organisations and individual consumers. However, the term organisation is in itself very vague, where a definition by Turnbull in The Marketing Book, (edited by Baker, M., 1994), p217, terms it as “a group of people pursuing a common aim through coordinated activities”. Also it is acknowledged that organisational marketing, as compared to consumer marketing, is a more elaborate activity “characterised by complex interaction processes both within the marketing and purchasing companies and between these companies” (ibid, p235).
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Title: Organisational Marketing Defined
Approximate Word Count: 805
Approximate Pages: 4 (250 words per double-spaced page)
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