Introduction: “Marketing is marketing, regardless of the product or market”. This is a common theme in many introductory marketing texts and graduate courses. The two most common exceptions cited to this statement are patterns of purchasing behavior among consumers and corporate buyers and the extended ingredients of the services marketing mix. While general marketing opinions hold across product and market boundaries, perhaps the differences are actually more stark? It is intended to stimulate discussion regarding the extent to which marketers can safely generalize when discussing the nature and characteristics of marketing. Are we right to offer students and corporate training programs generalizations that cut across the marketing domain? Are we doing justice to the fundamental nuances if we simply highlight the variations between consumer goods, services, industrial marketing and business-to-business? Is there a different perspective that should, in the new millennium, be at the center of marketing textbooks and courses? Content indicators: readability, practical implications, originality, research implications *Marketing is marketing, regardless of the product or market This is a common theme in many introductory marketing texts and courses. The two most common exceptions cited to this proposition are patterns of purchasing behavior among consumers and corporate buyers and the extended ingredients of the services marketing mix (see Dibb et al., 1997; Kotler, 1998). While general opinions about marketing hold true across product and market boundaries, perhaps the differences are actually more stark? Service marketers were the first to “speak out,” arguing that the nature of marketing is different due to the basic characteristics of marketing. services: immateriality; direct organisation-customer relationship; consumer participation in the production process; and · Complexity. The result for service marketers has been to extend the marketing mix from the classic “4Ps” of product, price, place (channel) and promotion to at least include people, physical evidence (environment) and process. These marketers also emphasize the characteristics of services, in particular the intangibility of the service “product”, limiting opportunities to create a differential advantage over competitors, with the inevitable dependence for differentiation and competitive advantage on marketing initiatives. branding and staff. While service marketers have outlined significant differences for "their marketing", overall, texts and marketers have argued that there are relatively minor differences between the marketing of consumer goods and industrial or business-to-business goods. business. This paper is intended to stimulate discussion regarding the extent to which marketers can safely generalize when discussing the nature and characteristics of industrial and business-to-business marketing..