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MBA _compulsory III &IV_ - 16 -

Dr. Babasaheb Ambedkar Marathwada University Aurangabad

   Revised Course Structure for Master in Business Administration

June 2009

MBA Semester III             Specialization: - Marketing Management

Elective OP 308B: INDUSTRIAL MARKETING

Courses Contents 

The Industrial Marketing System-Participants,Channels

Nature of Industrial Marketing- Industrial Marketing Vs. Consumer Marketing-Economics of Industrial Demand-The Resellers Market

UnderstandingIndustrialMarket-Organizational Customers,Buyers’strengths,Negotiation Skills, Government agencies

Classifying Industrial Products-Formatting Channel Strategy-Channel Logistics

Price Determinants for Industrial Products-Price Decision Analysis

Nature of Industrial Buying-Interpersonal dynamics of Industrial Buying

Strategic Planning Process in Industrial Marketing-Segmenting,Targeting and Positioning Industrial Products

Channel Structure for Industrial products-Formulating Channel strategy-Channel Logistics

Industrial Marketing in the International Environment

 Books Recommended:-

1.

Cherunilam Francis, Industrial Marketing, Himalaya Publication 2004

2.

M Govind Rajan, Industrial Marketing, Vidya Vikas 2008

3.

Reeder, Industrial Marketing : Analysis Planning and Control, Prentice Hall, 2nd Edition 2007

4.

Hill R.M. and Others, Industrial Marketing, A.I.T.B.S. Publisher & Distributors Delhi4th Edition 2003

5.

Havaldar K.K., Industrial Marketing, Tata Mc Graw Hill, 2nd Edition

Note :- At least 10 Case Studies should be taught in class on relevant         

          subject syllabus        

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