B2B and B2C don't exist

Business, Marketing, Branding, Public Relations, Communications or Psychology - whatever you studied at college / university, chances are you learned about customers. Specifically, we are all taught how to sell to customers. From ideas, concepts and themes to physical products, brands and services - money makes the world go round, cash is king and the customer is always right. But how do we now define these customer groups?

In this paper I argue that the simple categories of B2B and B2C are dead - the waters muddied by the rise of C2C and even C2B trading. Instead, I reach an argument that B2S - 'Brand to Stakeholder' - is the only mass categorisation that we can realistically use today and begin to focus on how we work in this new way.

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