MBA B2B Marketing Course
Introduction
Sudipt Roy had asked for materials for MBA Business-to-Business Marketing courses. A number of texts and resources have been suggested by ELMAR subscribers
: : : Posting
: : teaching
Sudipt Roy had asked about textbooks for Business-to-Business Marketing with MBA students, especially books less engineering industry-focused and more IT industry-focused.
Here are some options received:
Anderson, James C., and Narus, James A. (2004) Business Market Management: Understanding, Creating, and Delivering Value, 2nd Edition Pearson Education, Inc. []
Dwyer, F. Robert and John F. Tanner (2009), Business Marketing: Connecting Strategy, Relationships, & Learning, McGraw-Hill [Publisher: , Australia and New Zealand, ]
Gross, Andrew C., Lindsay N. Meredith, I. David Ford (1993), Business Marketing []
Hutt, Michael D., Thomas W. Speh (2006), Business Marketing Management: B2B, South-Western College Publications [] []
In addition, J. David Lichtenthal offered the following useful site: