CM.A114 - Business-to-Business Marketing* Q3 "CLOSED FOR FURTHER ENROLMENT"

Faculty
Thomas Ritter og Jens Geersbro

Course Coordinator
Thomas Ritter og Jens Geersbro

Students should have had a general marketing introduction course.

Cand.merc EMF students are not allowed to take this course, due to overlap.

It is the aim of this course to provide the students with a comprehensive view of the challenges in managing business marketing. As such, the course provides an opportunity for students to (a) deepen their understanding of business-to-business marketing, (b) gain an appreciation of the linkages between marketing and other functional areas, and (c) develop insights into the global scope of business to business marketing.

The structure of this course reflects our belief that these objectives are best accomplished through rigorous analysis of a large number of business marketing situations, guided by certain fundamental concepts and leavened by an exposure to marketing literature that reports on recent empirical research and conceptualizations. Balanced with concepts and research, the course content is biased towards developing a decision-making orientation among the course participants, anchored in theory and empirical research. More specifically, the focus of the course is management of the levers available in business marketing, management of the marketing function, and management of the interfaces with other functional areas, such as manufacturing, R&D, finance, IT, human resources, as well as vendors and customers. The foundation for the course is the marketing management paradigm that will be used to deepen the participant’s understanding of marketing tools. These marketing tools will be examined in the context of managerial decisions, including critical interface issues.

The learning objectives of the course is that students can:

Individual project exam, 15 pages, open book

Anderson, James C., Håkan Håkansson, and Jan Johanson (1994), "Dyadic Business Relationships within a Business Network Context", Journal of Marketing, 58 (4), 1-15.

Blois, Keith (1998): Don’t all firms have relationships? Journal of Business and Industrial Marketing, Vol. 13 (3), pp. 256-270.

Coviello, Nicole E., Roderick J. Brodie, Peter J. Danaher and Wesley J. Johnston (2002), "How firms relate to their markets: an empirical examination of contemporary marketing practices," Journal of Marketing, Vol. 66 (July), pp. 33-46.

Day, George S. (2000), “Managing market relationships,” Journal of the Academy of Marketing Science, Vol. 28 (1), pp. 24-30.

Dolan, Robert J. (1995), “How do you know when the price is right?” Harvard Business Review, Vol. 73 (September/October), pp. 174-183.

Dwyer, F. R., Paul H. Schurr, and Sejo Oh (1987), "Developing Buyer-Seller Relationships", Journal of Marketing, 51 (2), 11-27.

Ford, David (1980), "The Development of Buyer-Seller Relationships in Industrial Markets", European Journal of Marketing, 14 (5/6), 339-54.

Freytag, Per Vagn and Clarke, Ann Højbjerg (2001), “Business to business market segmentation,” Industrial Marketing Management, Vol. 30 (August), pp. 473-486.

Håkansson, Håkan and David Ford (2002), "How should Companies Interact in Business Networks?", Journal of Business Research, 55 (2), 133-9.

Håkansson, Håkan and Ivan Snehota (1989), "No Business is an Island: The Network Concept of Business Strategy", Scandinavian Journal of Management, 5 (3), 187-200.

Sharm, Arun, Krishnan, R. and Grewal, Dhruv (2001), “Value creation in markets: A critical area of focus for business-to-business markets,” Industrial Marketing Management, Vol. 30 (June), pp. 391-402.

Rangan, V. Kasturi, Moriarty, Rowland T. and Swartz, Gordon S. (1992), “Segmenting customers in mature industrial markets,” Journal of Marketing, Vol. 56 (October), pp. 72-82.

Ritter, Thomas (1999): The networking company: antecedents for coping with relationships and networks effectively. Industrial Marketing Management, Vol. 28 (5), pp. 467-479.

Walter, Achim (1999): Relationship promoters: driving forces for successful customer relationships. Industrial Marketing Management, Vol. 28 (5), pp. 537-551.

Walter, Achim; Thomas Ritter & Hans Georg Gemünden (2001): Value creation in buyer-seller relationships - theoretical considerations and empirical results from a supplier's perspective.Industrial Marketing Management, Vol. 30 (4), pp. 365-377.

Webster, F. E. Jr. & Y. Wind (1972): “A general model for understanding organizational buying behavior”. Journal of Marketing, Vol. 36 (2), pp. 11-19.