B2B Marketing

Paper Code: 
EMM 623
Credits: 
4
Contact Hours: 
60.00
Objective: 
  1. To bring out the distinctive aspects of Business-to-Business(B2B) Marketing and the need for a B2B paradigm.
  2. To explain how business firms are to be understood as customers and the significant differences in segmentation bases between the business market and consumer market.
  3. To give exposure to the various tools, techniques, and procedures appropriate to B2B Marketing.
  4. To enhance their problem-solving and decision-making abilities in the real life business situations.
     
12.00
Unit I: 
Introduction to Business Marketing:

Meaning and scope of Business Marketing, Characteristics of Business Markets, Differences between Business and Consumer Marketing, Environment of Business Marketing.
 

12.00
Unit II: 
Strategic Marketing Planning:

Business to Business Marketing Strategy Planning Process, Sustaining Customer Relationships, Assessing Market Opportunities, Business Market Segmentation and Positioning.
 

12.00
Unit III: 
Managing Products and Pricing for Business Markets:

Managing Product Innovation, Business to Business Product Decisions, Pricing objectives and methods for Business Markets.
 

12.00
Unit IV: 
Business Marketing Communications:

Advertising and Sales Promotion, Managing the Personal Selling Function, Trade Fairs and Exhibitions.
 

12.00
Unit V: 
Managing Business Marketing Channels:

Channel Strategy, Dealer Evaluation, Formulating Channel Strategy, Physical Distribution and Customer Service
 

References: 

Text Books

  1. Michael D. Hutt & Thomas W. Speh: Business Marketing Management : B2B, Ninth India Edition; Published by Thomson South-Western, 2007.
  2. Ross Brennan, Louise Canning, Raymond McDowell, Business to Business marketing, Sage Publications, 2007.

Suggested Readings:

  1. Shapiro, Kasturi Rangan, & Moriatry : Business Marketing Strategy.
  2. Vitale Giglierano: Business To Business Marketing; South-Western/Thomson Learning.
  3. Havalda, Business Marketing: Text & Cases, Tata Mc Graw Hill.
  4. Robert R. Reeder, Edward G. Brierty, Betty H. Reeder : Industrial Marketing Analysis, Planning & Control, Prentice Hall.
  5. Daniel Michel, Peter Naude, Robert Salle and Jean-Paul Valla, Business to Business Marketing, Palgrave Macmillan.