B2B Marketing: Strategies for Business Growth

Descriptif

Most marketing courses offered at business schools and universities focus primarily on business-to-consumer (B2C) markets, with comparatively less attention given to business-to-business (B2B) markets and relationships. One reason for this emphasis is that we are all consumers and can therefore relate more easily to consumer marketing concepts and practices. However, the economic significance of the B2B sector is substantial and, in many industries, exceeds that of consumer markets. This course introduces students to the distinctive characteristics of B2B markets and the strategic implications for marketing management. Students will examine how B2B markets differ from B2C markets in terms of customer needs, product complexity, pricing, buying behavior, relationship management, and sales processes. Operating in an increasingly dynamic and competitive business environment, organizations must build long-term relationships with customers, suppliers, governments, non-governmental organizations (NGOs), small and medium-sized enterprises (SMEs), and multinational corporations.