2013-2015 Undergraduate Catalog

MKT 342 Business-to-Business Marketing and Analysis

Focuses on marketing products and services to other businesses. Examines organizational buying, market planning and analysis, and business marketing mix/strategy development. Emphasizes differences between consumer and business marketing management. Role of salespersons as consultants to business customers such as manufacturing firms, transportation companies, banks, retailers, and management advisory service firms is covered. Explores electronic business applications in customer relationship management. Prerequisite: MKT 305 or departmental permission.