B2B marketing

05-324  B2B marketing

first cycle professional higher education study programme Management

Course Supervisor: Assoc. Prof. Dragan Kesič


Course purpose

  • Student will be able to plan and implement marketing processes that take place between organisations.

Content (Syllabus outline)

  • Basics of inter-organisational marketing; Behaviour of buyers on inter-organisational markets.
  • Research on inter-organisational markets; Strategic marketing planning.
  • Product policy of established products; Product policy for the development of new products.
  • Price policy; Distribution policy.
  • Vertical specialisation; Sales.
  • Communication strategies; Inter-organisational direct marketing.

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