C2B (Customer to Business) is a term that refers to one of the electronic commerce models. The initiative comes from the customers (consumers) and enterprises are the target group.
The customers actively contact the enterprises via the Internet and raise questions, suggestions and ideas that can be used, for example for product or service innovation.
The enterprises can facilitate the C2B model by setting, for example discussions forums on their websites or their pages on social networks. In these cases, the Word Of Mouth Marketing applies.
Use of the C2B in practice: C2B concept is sometimes used not only for electronic commerce but for all marketing and business activities in the direction consumer - enterprise.
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