Business to Business Marketing - MK 432

Course Objectives

To prepare students to work with the specific issues related to Business-to-Business marketing.
The students should gain a solid academic knowledge of the fundamentals of the field,
as well as to start to apply them to real company examples

Course Content

Customers, Organization, Markets
Organizational Buying and Buying Power
Assessing and Forecasting Markets
Segmenting, Targeting and Positioning
Planning and Positioning the Value Offering
Innovation, Branding and Competitiveness
Pricing in B2B marketing
Developing & managing the customer relationship

Recommended Text:
Vitale, Giglierano “Business-to-Business Marketing: Analysis & Practice in a Dynamic Environment“