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  • Graduate School
  • Department of Business Administration
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  • Marketing Management
  • Course Structure Diagram with Credits
  • Industrial/B2B Marketing Strategies
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Course Title Code Compulsory/Elective Laboratory + Practice ECTS
Industrial/B2B Marketing Strategies PZY504 II. SEMESTER 3+0 6.0
Language of Instruction Türkçe
Course Type Elective Courses
Course Instructor(s) PROF. DR. NEZİHE FİGEN ERSOY ARCA
Mode of Delivery The mode of delivery of this course is Face to face
Prerequisites There is no prerequisite or co-requisite for this course.
Courses Recomended There is no recommended optional programme component for this course.
Recommended Reading List 1. Phadtare, Milind T. (2014), Industrial Marketing-Phi, -Edn-22. Selvi Murat Selim, (2007), İlişkisel pazarlama, Detay Yayıncılık, Ankara3. Morris Michael H., (1992), Industrial and organizational marketing, MacMillan publishing Company, 2th.ed., New York4. Brennan Ross, Canning Louise, McDowell Raymond, (2011), Business to Business Marketing, 2th ed., Sage, London5. Weele Arjan J.Van, (2014), Satın alma ve tedarik zinciri yönetimi: analiz, strateji, planlama ve uygulama, 5. Basımdan çeviri, çev. Timuçin Binder, Çev. Editörü: Metin Çancı, Literatür yayınları, Ekim, İstanbul6. Robbins Stephen P., Judge Timothy A., (2013), Örgütsel Davranış, 14. Basımdan çeviri, Çeviri Editörü: Prof. Dr. İnci Erdem, Nobel, Ankara7. Balta Nezihe Figen, (2006), Endüstriyel Pazarlama, Nobel, Ankara8. Ersoy Nezihe Figen (2015) Endüstriyel/B2B Pazarlarda Müşteri Davranışları ve Satın alma Merkezi Analizi, Detay Yayıncılık, Ankara
Assessment methods and criteria 1 Midterm, 1 final
Work Placement N/A
Catalog Content Introduction to Industrial/B2B Marketing; The Character of Industrial/B2B Marketing; The Purchasing Function; Organizational Buyer Behaviour; Segmentation, Targeting and Positioning in Industrial/B2B Marketing; Developing and Managing Products; Industrial/B2B Marketing Channels; Creating Customer Dialogue; Communication Via Advertising; Sales and Sales Management; Industrial/B2B Pricing and Bargain/Negotiation; Evaluating Marketing Efforts; Customer Retention and Loyalty.

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