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    The creation and management of relationships between companies working in extended networks. A state-of-the-art view of business marketing theory and practice.

    Business-to-business marketing studies the structure, development processes and management of inter-company business interaction. In interaction suppliers aim to understand customers' needs to create with them - and delivery to them - value. The goal of the paper is to provide students with a state-of-the-art view of business marketing theory and practice. This paper views interaction as relationship builders. At the end of the semester students will have developed the skills to understand the structure and development processes of business relationships and plan for its successful management. The paper covers the most relevant topics in the business marketing area from a network perspective.

    About this paper

    Paper title Business to Business Marketing
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Semester 2 (On campus)
    Domestic Tuition Fees ( NZD ) $937.50
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
    Schedule C
    Teaching staff
    Dr Sergio Biggemann
    Teaching Arrangements

    Every week students must attend one 110-minute lecture and one 50-minute tutorial when scheduled.


    Brennan, Ross; Canning, Louise; McDowell, Raymond (2020).Business-to-business marketing, 4th Ed. Sage Publication Ltd.
    ISBN: 978-1-47397-343-5

    Fotiadis T, Lindgreen A, Siomkos GJ, Öberg C, Folinas D (2022). Industrial Marketing. Sage Pubication Ltd.

    Course outline
    View the course outline for MART 328
    Graduate Attributes Emphasised
    Global perspective, Interdisciplinary perspective, Lifelong learning, Communication, Critical thinking, Research, Self-motivation, Teamwork.
    View more information about Otago's graduate attributes.
    Learning Outcomes
    As opposed to consumer marketing, which is a relatively one-sided activity, business-to-business marketing studies the processes of interaction between two or more interdependent companies. In business markets a number of people with different problems, interests and priorities participate. Buyers, unlike end consumers, are professionally-trained people whose interest is to procure the highest cost-effective solution to their organisation problems. Hence, they are typically heavily involved in the process of finding solutions in close collaboration with suppliers.

    The job of the business marketer is to manage relationships with either one or a portfolio of customers seeking permanently to create value. This paper embraces a dynamic view of inter-company relationships in which interaction creates and modifies the relationship.


    Semester 2

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    A1 Monday 10:00-10:50 29-35, 37-42
    Wednesday 11:00-11:50 29-35, 37-42


    Stream Days Times Weeks
    Attend one stream from
    A1 Wednesday 12:00-12:50 31-35, 37-41
    A2 Thursday 11:00-11:50 31-35, 37-41
    A3 Thursday 12:00-12:50 31-35, 37-41
    A4 Thursday 15:00-15:50 31-35, 37-41
    A5 Wednesday 15:00-15:50 31-35, 37-41
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