 | | MARK 485 | Business-to-Business Marketing | Credits: | 3.0 | Department: | Marketing | Program: | Undergraduate |
Prerequisite: COMM 223 or MARK 201. The course focuses on the managerial aspects of industrial marketing. The concept of organization buying behaviour and its impact on marketing strategy formulation are discussed. Management of the industrial marketing mix considering product service development, intelligence, promotion, channels, and performance measurement is covered, both in existing product lines and new product-launch activities.
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