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Success in business-to-business marketing requires strategic use of the resources and best practices by firms in selling their products and services to other firms. This programme provides a holistic overview of Business-to-Business (B2B) marketing with a focus on challenges and opportunities associated with it.
Programme Highlights and Key Outcomes:
The objective of the course is to introduce the participants with the following aspects of business-to-business (B2B) marketing:
- Business marketing environment and different factors governing the same along with the characteristics of customers, products and services,
- Organizational buying behavior and decision-making process including insights on buyer-seller relationship management,
- Segmentation, targeting and positioning in business markets and an overview of key account management,
- Managing different marketing functions (4 Ps) in business-to-business marketing context that includes:
- New product launch decision with complete marketing plan,
- Pricing decision along with a discussion on different pricing options,
- Channel management including economics of channel decision, and
- Communication in business market with a focus on personal selling
At the end of this program, participants are expected to have a strategic overview of business-to-business marketing.
Management Development Programmes (MDP) Office
Indian Institute of Management Indore
Prabandh Shikhar, Rau-Pithampur Road
Indore 453556, Madhya Pradesh, INDIA
Email : mdp@iimidr.ac.in
Tel. : +91-731-2439750, 2439752, 2439753, 24397544
Fax : +91-731-2439800
Junior and middle managers of firms dealing with business customers
Pedagogy:
Case analysis, exercise and interactions.
45000
GST, as applicable, will be additional
Prof. Bipul Kumar
Email: bipulk@iimidr.ac.in
Phone: +91-731-2439583