Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB755 Business to Business Marketing

Introduction to Industrial Marketing - Differences between consumer marketing and industrial marketing - classification of industrial products - Nature of demand -- Industrial marketing system. Industrial Buying behaviour - Models - Buying situation - Buying centre concept.

Industrial Marketing demand estimation - For all the classification Industrial products - Demand estimation models. Industrial Marketing segmentation - Approaches to segmentations - importance of application oriented segmentation.

Managing industrial Products - strategies involved PLC concepts and industrial products. Pricing strategies in industrial marketing - competitive Bidding - negotiation.

Distribution channels in industrial marketing - Types, level of channels, influencing factor. Industrial marketing communications - advertising, direct marketing and sales promotion methods.

Industrial marketing research - basic aspects - Differences between consumer marketing research and industrial marketing research. Marketing Strategy formation for Industrial Products.- Key account selling.

Books:

1. Hutt,M.D. & Speh,T.W., "Business Marketing Management", 8th ed., Thomson Asia Pte. Ltd., Singapore, Chicago, 2004.

2. Hill, M Richard, Alexander S. Ralph, Cross James S, "Industrial Marketing", AITBS, 4 Ed. New Delhi 1991.