Most companies of any 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 those of a final buyer of 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. The focus, scope and processes of the marketing and sales efforts are different, and so must marketing strategy and communication be. This is especially relevant for small and medium enterprises.
This course reviews the main components of business-to-business –  “B2B”:  marketing, strategy and sales.

Prerequisites: None