Most business transactions take place between companies and customers that are businesses and other organisations, and not between companies and individual consumers or families. The scope of this course is to explore the workings of industrial or business markets where customers are businesses and other organisations, and what peculiarities there are when it comes to marketing. In particular participants will learn:
Ford D., Hakansson H., Gadde L-E & Snehota I. (2011): Managing Business relationships, Chichester: J. Wiley& Sons
Anderson, J.C., J.A. Narus & D. Narayandas (2009): Business Market Management. Understanding, Creating, and Delivering Value. 3rd edition. Upper Saddle, River NJ: Prentice Hall.