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A definition of Consumer Marketing cannot easily be found over the net. Most consumer marketing pages speak about marketing without the consumer prefix. It is only in business and industrial marketing literature that the distinction wth consumer marketing is made explicitely. The Barron's dictionary of Marketing Terms e.g. does not list consumer marketing nor business marketing, although it does include both consumer and business advertizing. Also Wikipedia mentions marketing rather than consumer marketing. It is only on its business marketing page, that Wikipedia explicitely mentions consumer marketing as opposed to business marketing. But it is not defined.

Scientific journals do make the explicit distinction. The Journal of Consumer Marketing includes in its description: "... provide insight into how people behave as consumers worldwide...".