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B2C (business-to-consumer) marketing is a broad term that refers to the approach of selling goods, products, and services to consumers . It differs from B2B (business-to-business) marketing in that B2C marketing typically (but not always) involves more emotional, lower involvement purchases.

B2C (business-to-consumer) marketing is a broad term that refers to the approach of selling goods, products, and services to consumers . It differs from B2B (business-to-business) marketing in that B2C marketing typically (but not always) involves more emotional, lower involvement purchases.

The term business-to-consumer (B2C) refers to the process of selling products and services directly between a business and consumers who are the end-users of its products or services. Most companies that sell directly to consumers can be referred to as B2C companies.