Graduate Catalog 2015-2016
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MKT 740 Business-to-Business Marketing
3 hours; 3 credits
This course explores the differences between business and consumer marketing. It examines business/institutional buyer behavior and marketing strategy including market research, product planning, pricing, promotion, and management of the sales force. Extensive use of the Internet is required for case studies and other assignments.
Prerequisite: MKT 600
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