Introduction:

B2B Marketing deals with issues pertaining to marketing to organizational customers, as

distinct from individual consumers. Such customers are usually more knowledgeable,
resourceful, powerful and demanding and throw up unique challenges - be it in
understanding buyer behaviour, segmenting markets, managing customer relationships,
creating customer value, organizing selling function or managing pricing. Additionally, a
business marketer has internal challenges of organizational processes, structures, people
competencies and relationships – which if not managed well, seriously impede marketer’s
effectiveness. It is for such reasons that successful B2C firms often find it difficult to become
successful in B2B marketspace, or vice versa.
Course Objectives:
 Understand why business and consumer markets differ
 Learn to apply effectively marketing concepts for business customers
 Learn buyer behaviour models for effective marketing mix decisions
 Techniques for creating and communicating customer value effectively
 Appreciate internal cross functional challenges and skill set required
 Be able to formulate and implement B2B strategies
Text Book:
None
Reference Book:
B2B Marketing: A South Asian Perspective, Hutt D. Michael, Sharma Dheeraj & Speh
Thomas, Eleventh Edition, Cengage LearExcel- Pivot table, data validation, IF function, V-
Lookup, macros, other calculations formulas.