MBA 5871: Business to Business Marketing

Description

Provides a presentation of strategic marketing and business policies with an application of the business-to-business platform. Focus is placed on the organizational buyer and the need for a relationship based buying structure. Concepts include the foundations of e-commerce, retailing and advertising, market research, various marketing strategies and implementation of such strategies, and the management of business marketing channels.

Objectives

  1. Differentiate between business-to-business (B2B) and business-to-consumer (B2C) marketing.
  2. Analyze several strategic marketing B2B models.
  3. Examine the importance of developing relationships with customers, suppliers, and buyers within the B2B model.
  4. Discuss the organizational buying complexities including the long sales cycle, multiple buyers, complex purchase process, and the high volume of sales.
  5. Describe the guidelines for effective marketing within the B2B sector, utilizing the marketing mix.
  6. Summarize the importance of e-commerce in the business-to-business world.
  7. Distinguish how global competition will impact B2B marketing.
  8. Explain business-to-business marketing ethics.

PreRequisites

None

Textbook(s)

Business marketing management: B2B (Rev: 11th ed.)

Publisher: South-Western (2013)
Author: Hutt, M. D., & Speh, T. W.
ISBN: 978-1-133-18956-5
Price: $275.15

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu