Business-to-Business Marketing (Functional Electives Marketing)

Paper Code: 
MBM-621
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To bring out the distinctive aspects of Business–to–Business (B2B) Marketing and the need for a B2B paradigm.
  • 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.
  • To give exposure to the various tools, techniques, and procedures appropriate to B2B Marketing.
  • To enhance their problem-solving and decision-making abilities in the real life business situations.
8.00
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.

8.00
Unit II: 
Strategic Marketing Planning

Business-to-Business Marketing Strategy Planning Process, Sustaining Customer Relationships, Assessing Market opportunities, Business Market Segmentation and Positioning

8.00
Unit III: 
Managing Products and Pricing for Business Markets

Managing Product innovation, Business–to-Business Product Decisions, Pricing objectives and methods for Business Markets

8.00
Unit IV: 
Business Marketing Communications

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

8.00
Unit V: 
Managing Business Marketing Channels

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

Essential Readings: 
  • Michael D. Hutt & Thomas W. Speh: Business Marketing Management : B2B, Ninth India Edition; Published by Thomson South-Western, 2007.
  • Ross Brennan, Louise Canning, Raymond McDowell, Business-to-Business Marketing, Sage Publications, 2007.
References: 
  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 McGraw Hill.
  4. Robert R. Reeder, Edward G. Brierty, Betty H. Reeder: Industrial Marketing Analysis, Planning & Control, Prentice Hall.
  5. Steve Minnet, B2B Marketing:  Financial Times/Prentice Hall.
  6. Robert L. Jolles: Customer Centered Selling, The Free Press.
  7. Daniel Michel, Peter Naude, Robert Salle and Jean-Paul Valla, Business-to-Business Marketing, Palgrave Macmillan,
  8. Milind T. Phadtare, Industrial Marketing, PHI.
  9. Don Peppers and Martha Rogers: One to One B2B: Customer Development Strategies for the Business-to-Business World, Doubleday Currency.