Business Marketing Management

Catalog description

This course provides a comprehensive view of business marketing, which represents more than on-half of all dollar sales volume in the United States. It encompasses those marketing management activities whereby a supplier firm understands, creates, and delivers value to other businesses, resellers, institutions, and governments. Strategic alliances and relationship marketing give context and backdrop to the specifics of purchasing, organizational buying behavior, and buyer-seller dyad. The tactical management of the marketing mix elements (product, pricing, placement, and promotion) and the associated decision making are viewed within the contexts as well. Emphasis will be on business marketing management strategies governing a variety of business services and industrial product markets. The course is conducted through lectures with class discussions, written analyses of case studies, and exposure to the range of professional literature available and how to use it for enhanced decision making.