MK 8510 - Business-to-Business Marketing

3 Hours
This course focuses on strategy development for marketers whose customers include other businesses, the government, and institutions. It explores the buying behavior of organizations as customers and ways to segment the organizational market. In addition, the course highlights how the product development and management process for such customers differs from the processes used for consumer products and services. Other topics include channels of distribution strategy including electronic issues, supply chain management, price bidding, and new trends in personal selling and sales management. A portion of the course examines the application of e-commerce tools to improve marketing strategy with respect to buyer-seller relation- ships and market efficiency.

Prerequisite(s): MBA 8145.
Corequisite(s): None.
Pre/Corequisite(s): None.
Requirements: None.