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MKTG 3200 - Fehl

Fall 2023. Business to Business Marketing

Readings

MKTG 3200 : Readings

Readings are either available through the library, free online, or through the required Harvard Business Publishing coursepack. The coursepack is available for purchase through the HBP website using this link: https://hbsp.harvard.edu/import/1078912

Reading 1 – What is B2B Marketing

Article 1: A Starter Guide To B2B Marketing, And How It Differs From B2C by Kobi Ben-Meir
Article 2: Four Things B2B Marketing Can Learn From B2C by Iryna Manukovska

Reading 2 – Relationship Marketing

Article 3: Why Relationship Marketing Is Essential To B2B Lead Generation by Andrew Faridani
Article 4: How to Date Your Clients in the 21st Century: Challenges in Managing Customer Relationships in Today's World by Michael Haenlein, Harvard Publishing
Available via GGC Libary electronic resources

Reading 3 – Channels

Article 5: How the Pandemic Changed Marketing Channels By: Christine Moorman; Jana Soli; Michelle Seals (HBR: H07QMM-PDF-ENG)
Available in the HBR coursepack
Article 6: How B2B Businesses Can Get Omnichannel Sales Right, by Chung, Doug J., Huber, Isabel, Devignes, and Jean-Charles, Clauwaert, Tom
Available via GGC Library electronic resources

Reading 4 – Organizational Buying

Reading 5 – Segmenting, Targeting, Positioning

Article 9: B2B Marketing Trends: Winning Strategies In The Coming Years by Loredana Niculae
Article 10: How Advanced Analytics Is Changing B2B Selling, By: Lori Sherer; Jamie Cleghorn (HBR: H04AMR-PDF-ENG)
Available in the HBR coursepack
Article 11: Selling Solutions Isn't Enough By: Richard Ettenson; Hannah Grove; Jonathan Knowles; Kevin Sellers
Available via GGC Libary electronic resources

Reading 6 - Promotion

Reading 7 - Pricing

Article 14: A Survey of 1,700 Companies Reveals Common B2B Pricing Mistakes, By: Ron Kermisch; David Burns
Available via GGC Library electronic resources

Reading 8 – Selling and Sales Management

Article 15: Business-to-business selling in the post-COVID-19 era: Developing an adaptive sales force, By: Deva Rangarajan; Arun Sharma; Teidorlang Lyngdoh; Bert Paesbrugghe, Harvard Publishing
Available via GGC Library electronic resources
Article 16: Women count: Perceptions of forecasting in sales, By: J. Holton Wilson; Rebecca Dingus; Jeffrey Hoyle, Harvard Publishing
Available via GGC Library electronic resources
Article 17: Social media and related technology: Drivers of change in managing the contemporary sales force
Available via GGC Library electronic resources

Reading 9 – Innovation and Global Marketing

Article 18: Growth Paths for Overcoming the Digitalization Paradox by Heiko Gebauer; Elgar Fleisch; Claudio Lamprecht; Felix Wortmann, Harvard Publishing
Available via GGC Library electronic resources
Article 19: The B2B Marketing Revolution Is Here: It’s Time To Be Bold And Lead Change by Etai Beck
Article 20: Clicks and middlemen, The Economist
Available via GGC Library electronic resources