Business-To-Business Marketing

Course Name: 

Business-To-Business Marketing (MBA822)




Elective Courses

Credits (L-T-P): 

(3-0-0) 3


Fundamental of Business Markets. - Organisational Buying Process. - Org. Buyer Behavior - Differences Between Consumer Marketing and Industrial Marketing - Classification of Industrial Products - Nature of Demand - Industrial Marketing System- Models - Buying Situation -Buying Centre Concept. Demand Estimation -Industrial Marketing Segmentation. Managing Industrial Products -Strategies Involved PLC Concepts and Industrial Products. Pricing Strategies - Competitive Bidding - Negotiation. Distribution Channels - Influencing Factor. Industrial Marketing Communications - Industrial Marketing Research - Differences between Consumer Marketing Research and Industrial Marketing Research. Marketing Strategy Formation - Key Account Selling.


Michael D. Hutt, Thomas W. Speh, Business Marketing Management, Thomson, 9th Edition, 2007.
Hill- M Richard- Alexander S. Ralph- Cross James S, Industrial Marketing, AITBS, New Delhi, 4th Edition, 1991.
Dwyer, F. Robert & Tanner, John F. Jr., Business Marketing,McGraw-Hill, 4th Edition, 2009


School of Management

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Dr. Sheena
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National Institute of Technology Karnataka
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