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Hanken School of Economics
Business-to-Business Marketing
6 cr
In almost every advanced economy, for example, in Finland, the business-to-business (B2B) markets hold a prominent position, and represent more than 50% of the total economic output. Marketing in these markets are often different than in consumer markets, as B2B markets are characterized by the relatively low number of suppliers and customers, strong and longer-term relationships, extended sale cycles, value-oriented transactions, and complex decision-making processes. To develop students' knowledge of B2B marketing, this course will focus on B2B specific marketing strategies, contemporary digitalized tools and techniques, the relationship-oriented natures of these markets, various sales approaches, and B2B pricing.
Contains
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Additional information:
Fields
Business, administration and law
Scope
6 cr
Code
23220
Organiser
Hanken School of Economics
Contact details
open@hanken.fi