Most companies of every dimension do not sell their products and services to consumers but to other companies. The buyers are organizations with a decision-making process that is complex and different from consumer goods. The marketing and sales challenges faced in business-to-business markets must be addressed based on the fundamentals of marketing but applied in a radically different way. This course reviews the main components of business-to-business – B2B – strategy and marketing.

Pre-requisites: N/A.