Marketing is an integral part of any business operation, regardless of the platform or environment (physical or virtual); type of product sold or service rendered and reference market. With the advent of Internet technology, new business models or sites such as business-to-business (B2B) and business-to-consumer (B2C) have emerged, which require the use of different marketing strategies and tools to attract and build customer loyalty. The following sections will provide a comparison between the marketing strategies employed and tools used by B2B and B2C e-business sites. Business owners, management team members and key decision makers are primarily the target of B2B marketing programs. According to the Management Center Europe website, “B2B marketing is the process by which your company builds and maintains strong, profitable relationships with business customers, creating value for current and potential customers and ensuring they receive a fair price in return ". B2B companies reach out to other organizations by offering products and services that directly benefit the company. Companies benefit from these products/services by increasing the efficiency, organization and profitability (sales and savings) of the company. Such products and services include software, office supplies, maintenance and consulting services. On the other hand, B2C sites allow companies and consumers (public) to interact and conduct business electronically or digitally. There are three main B2C models which include auctions, online stores and online services. Amazon.com, ebay.com and overstock.com are just a few of the thousands (if not millions) of B2C sites that exist. Although they have different target customers (businesses...... middle of paper...... nces. Retrieved August 25, 2005, from http://www.pictoucountyconnects.com/?At+Work/Business+Articles/ B2B+and+B2C+Marketing%3A+7+Differences.Business-to-consumer e-commerce. (2001 Center for Virtual Organization and Commerce: Louisianna State University website. Retrieved August 25, 2005, from http: //projects.bus.lsu.edu/independent_study/vdhing1/b2c/.Constantinides, E. (2005). 12Manage.com website. Retrieved August 26, 2005 from http://www.12manage. .com/methods_constantinides_4s_web_marketing_mix.html. Retrieved on August 25, 2005 from http://www.mce.be/events/print.php?id=2119&format=print.Minett, S. (2001 B2B Marketing: A Radically Different Approach for Customers business-to-business marketers). Indiana: Financial Times Prentice Hall.