| Unit 1 [Book] | |
| Introduction to B2B Marketing | VIEW |
| Business Market Customers | VIEW |
| B2B Marketing Market Structure, Business Environment | VIEW |
| Characteristics of Business Marketing | VIEW |
| Strategic Role of Marketing in Business Context | VIEW |
| Types of Commercial Enterprises | |
| Commercial Customers | VIEW |
| Institutional Customers | VIEW |
| B2B Marketing Case Studies | VIEW |
| Unit 2 [Book] | |
| Organizational Buyers’ Decision Process | VIEW |
| Stepwise Model | VIEW |
| Process Flow Model | VIEW |
| Characteristics of Business Markets | VIEW |
| Government as a Customer | VIEW |
| Commercial Enterprises within Business Markets | VIEW |
| Commercial Customers Roles and Buying Behavior | VIEW |
| Institutional Customers Roles and Buying Behavior | VIEW |
| Organizational Buying Behaviour Case Studies | VIEW |
| Unit 3 [Book] | |
| B2B Marketing Strategy | VIEW |
| Strategy Management in B2B | VIEW |
| Industrial Product Strategy in B2B | VIEW |
| Managing Products and Services for Business Markets | VIEW |
| Managing Business Market Channels | VIEW |
| Strategic Tools: | |
| Growth-Share Matrix | VIEW |
| Multifactor Portfolio Matrix | VIEW |
| The Balanced Scorecard | VIEW |
| B2B Marketing Strategic Tools Case Studies | VIEW |
| Unit 4 [Book] | |
| Market Segmentation in B2B Context, Basic Framework of Segmentation, Selecting Target Segments | VIEW |
| Positioning Strategies in B2B | VIEW |
| Pricing Strategies in Business Markets | VIEW |
| B2B Advertising Techniques | VIEW |
| B2B Competitive Bidding Process | VIEW |
| Relationship Marketing and CRM in B2B | VIEW |
| Unit 5 [Book] | |
| B2B Advertising Channels | VIEW |
| B2B Communication Strategies | VIEW |
| Digital Marketing in B2B | VIEW |
| Trade Shows, Exhibitions, and Business Meets | VIEW |
| Sales Force Management and Deployment Analysis | VIEW |
| Business Marketing Channels and Participants | VIEW |
| B2B Channel Design and Management Decisions | VIEW |
| B2B Logistics Management | VIEW |