2015-2016 Academic Catalog

Aug 31, 2025

2015-2016 Academic Catalog [ARCHIVED CATALOG]

MKT 5405 - Business-to-Business Marketing

Organizations that market to other organizations encounter different problems than those that market to consumers. Business-to-business marketing is the marketing of goods and services to commercial enterprises, governments and nonprofit institutions. Emphasis is on the buyer behavior and the more complex decision-making processes of organizations. Topics covered include industrial market segmentation, product development, pricing, personal selling, promotion and distribution. Additional topics are direct marketing, research and development, purchasing and corporate planning.

Open to MBA and MSF students only.

Prerequisites: MKT 4400 or waiver.

Anticipated Terms Offered: Varies