This paper examines how effective
business-to-business (B2B) and business-to-consumer (B2C)
marketing strategies account for the differences between these two types of industries and how both are faced with the difficulty in predicting the behavior of their potential customers and marketing accordingly. It looks at how the marketing mix that a
company chooses to use should include a combination of strategies to achieve the goals of selling their products and services and how a company website is an integral part of this marketing strategy.