MKT 5800: Business-to-Business Marketing


Provides a presentation of strategic marketing and business policies with an application of the business-to-business platform. Focus is placed on the organizational buyer and the need for a relationship-based buying structure. Concepts include the foundations of e-commerce, retailing and advertising, market research, various marketing strategies and implementation of such strategies, and the management of business marketing channels.


  1. Differentiate between business-to-business (B2B) and business-to-consumer (B2C) marketing.
  2. Anayze several strategic marketing business-to-business (B2B) models.
  3. Assess the importance of developing relationships with all stakeholders within the business-to-business (B2B) model.
  4. Discuss the complexity of the organizational buying process and the high volume of sales.
  5. Desribe the guidelines for effective marketing within the business-to-business (B2B) sector, utilizing the marketing mix.
  6. Summarize the importance of e-commerce in the buinsess-to-business (B2B) world.
  7. Propose how global competition will impact business-to-business (B2B) marketing.
  8. Explain business-to-business (B2B) marketing ethics.




Business marketing management: B2B (Rev: 12th ed.)

Publisher: Cengage Learning (2017)
Author: Hutt, M. D., & Speh, T. W.
ISBN: 9781337296540
Price: $117.00

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