Differences of business-to-business and business-toconsumer markets in the context of relationship marketing

Relationship marketing is interpreted by the scientists as one of the most successful ideas on the business-to-business market, however, when the company seeks to adapt the relationship marketing concept, there is a lack of specific guidelines as to how this should be done and what actual impact it has on the company's relationships with consumers and other business partners. Although some of the authors note the universality and suitability of the relationship marketing concept in business-to-business as well as business-to-consumer markets, however, in the context of relationship marketing these markets, subject to the consumer, seller, commodity and exchange characteristics, are characterized by certain distinctions. These distinctions affect the type of relationships that determine the cooperation between the company and the consumers in business-to-business markets, thanks to which the long-term value of continued relationships is created, based on commitment and trust.