Industrial marketing - (4 cfu)
|Prof. Monica Scala||-|
| ||E-mail. email@example.com|
To provide an overview of B2B marketing issues. Methodological as well as applicative approaches are addressed. Emphasis is placed upon the role of quantitative methods.
Web page: https://corsi.unipr.it/MARIND
Product / Price / Promotion;
"Placement" / Service / Retail;
Marketing research / Marketing strategies;
The class will combine in-class explanation of the background material, problem-solving and case discussions.
A written test covering the whole course program. Tests include both theory questions and exercises.
- Readings provided by the instructor.
- Lambin, J.J., “Marketing strategico e operativo”, McGraw-Hill, quarta edizione, chapters 3, 10, 11, 12, 13.
Ultimo aggiornamento: 08-08-2006