• Nidhi Aggarwal

The mainstream marketing definition of Business to Business (B2B) shows the limitations of the traditional trade model, i.e. the G-D model, as well as a conception of worth creation that is centered on the split between producer and consumer. When it comes to trade and value development, the service-dominant (S-D) philosophy expands the perspective by arguing that service-offering, value-creating enterprises are both social and economic performers who engage in exchange with other participants such as businesses, consumers, and so on. In this context, all trade can be considered B2B. It is possible to see the impacts of B2B marketing and its many other sub-disciplines as being important to mainstream marketing when seen from this point perspective. The result is that systems are more sophisticated and networked in their value creation orientation as a result of this standardized actor-to-actor (A2A) alignment. This article shows the system-oriented foundation and provides specifics on the processes necessary to further develop it into a general market theory, informed by sub-disciplines of marketing, marketing practices, and disciplines outside the marketing field, as well as other disciplines.

Business-To-Business, Economic, Market, Service, Social.

"An Overview of Business-to-Business Marketing Towards a Market Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.792-797, October-2018, Available :http://www.jetir.org/papers/JETIRFH06133.pdf

"An Overview of Business-to-Business Marketing Towards a Market Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp792-797, October-2018, Available at : http://www.jetir.org/papers/JETIRFH06133.pdf