Marketing interentreprises (B2B)
Animated by:
MBA; Ph. D. (marketing); Post-doctorat (Innovation Management)
Associate Professor, Department of Marketing, HEC Montréal
B2B marketing differs from B2C marketing in many respects. With B2B, distribution channels are generally shorter and communications more direct. Negotiating is almost always part of the process. Marketing efforts are focused on industry publications and trade shows rather than the mass media. Buyers are usually professionally trained and actively involved in the purchasing process. And the connection between marketing and sales is much closer. All of this means significant differences in terms of the expectations of B2B marketing and the skills required to do it well.
Date(s)In Montreal (HEC Montréal) :
2 days - 9 a.m. to 5 p.m. |
Fees$1,295 + taxes Are you eligible for a discount? |
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Objectives
