Business to business marketing is a specialized field of marketing where the rules of the game is substantially different. Transaction between Microsoft and Dell can be compared to transaction between P&G and a consumer John, but to a certain extent. The level of trust and relationship is markedly different in the above two business transactions. The intricacies of trust and relationship in B2B transactions have been discussed in depth in a paper written by Shelby D Hunt. In the past decade there has been a paradigm shift towards relationship marketing and this is more evident in B2B segment. However, at the kirana store level the importance of relationship marketing cannot be neglected in a developing country. It is seen that the importance of this concept varies » Read more: Key to key accounts management…