Overview

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.

Objectives

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:

1. Business marketing environment and different factors governing the same along with the characteristics of customers, products and services,
2. Organizational buying behavior and decision-making process including insights on buyer-seller relationship management,
3. Segmentation, targeting and positioning in business markets and an overview of key account management,
4. 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.

For Whom

Junior and middle managers of firms dealing with business customers

Methodology

Pedagogy – Case analysis, exercise and interactions

Enquiry and Registrations

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