Major differences along the supply chain between B2B and B2C marketing with regard to "Fast-Moving-Consumer-Goods" (FMCG)

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The paper explores the distinctions between business-to-business (B2B) and business-to-consumer (B2C) marketing within the supply chain, specifically focusing on fast-moving consumer goods (FMCG). It aims to identify, analyze, and evaluate the key differences in marketing strategies and practices employed by organizations in these two sectors. The research, conducted at Anglia Ruskin University, provides insights into the unique challenges and approaches faced by businesses in the FMCG market.