This course provides an in-depth understanding of the unique aspects of marketing in a business-to-business environment. Its focus centers on the importance of linking customer needs to the development of high value products and services throughout the value chain in a global, electronic environment. The course examines the scope and challenges of business-to-business markets, including building and managing customer relationships and services, buying behavior, distribution channels, marketing research, managing R&D and technical product development, managing the sales process and sales force support, new-product launch, positioning and pricing.
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