24707 Business to Business Marketing

This subject focuses on the buying and selling of goods and services between firms, which constitutes 60–80 per cent of all marketing activity. It focuses on development of the special skills and knowledge needed to function effectively in this setting, including specialised communication modes, negotiation, preparation of bids, the sales-purchasing interface, relationship marketing and relationship management. It introduces the wider context in which business marketing sits – the distribution channel and network of connected firms in the wider domestic and international market.