MARK 7811: Business-to-Business Customer Relationships and Go-to-Market Strategy

Examination of customer relationship strategy in B2B (Business-to-Business) markets, including the market strategy implications, customer opportunity analyses, customer relationship strategy models (transactional vs. collaborative), strategic account management, multi-channel selling models, operational CRM (Custom Relationship Management), partner relationship strategy, and CRM-Supply Chain linkages. Current topics in B2B e-commerce, such as the use of public, sell-side and buy-side e-marketplaces in B2B exchanges. Offered every year.

Not open to students with credit in MARK 9210 or MARK 7810. Prerequisite: MARK 7510.

1.5 to 3.0 hours