Marketing to Organisations
In today’s increasingly interdependent and highly specialised world, organisational business volumes (B2B, B2G, B2O) far exceed consumer business volumes. Marketing to organisations, however, differs substantially from marketing to individuals or households. This workshop will examine fundamental concepts including the nature of organisational markets (like commercial enterprises, governments, and institutions), the buying process and organisational buying behaviour dynamics. Topics will include segmentation, targeting, service, channel issues, pricing in an organisational context and planning. These concepts will be reinforced through cases outlining real-world problems faced by organisations and approaches to achieving workable solutions.
Minimum enrolment criteria – if the number of participants for any workshop is less, Prof Sreeram reserves the right to cancel the workshop. Enrolled participants, in such cases, will get a full refund within 7 working days from the final date of enrolment.