What You Can Expect
Business-to-Business Marketing Strategy provides a rare opportunity for a diverse group of executives—those responsible for marketing products and services to nonconsumer markets—to share perspectives, establish new relationships, and gain insights into complex marketing challenges. Equipped with the knowledge and perspectives needed to boost marketing effectiveness, you will return to your organization ready to:
- Develop channel management strategies that optimize your sales and marketing programs
- Improve the effectiveness of your inbound marketing in a Web 2.0 world
- Leverage new technologies to improve top- and bottom-line results
- Respond effectively to the inevitable maturation and commoditization of markets
- Innovate new products and services that add value
- Utilize market segmentation, product line management, and value-based pricing strategies to build customer relationships
- Implement customer management, key account management, and loyalty programs that cultivate a base of long-term customers
- Time your firm's entry into new markets, and its exit from existing ones
How Will My Organization Benefit?
Executive Education programs at Harvard Business School are a significant investment for both you and your organization. Going far beyond the basic transmission of skills and theories, each leadership development program provides applicable lessons in the classroom that can be implemented successfully within your organization. You will acquire a fresh perspective on global business from our groundbreaking curriculum, world-renowned faculty, and an accomplished group of elite peers from around the world.
"Business-to-Business Marketing Strategy helped me find more creative approaches and develop new ways of thinking about business-to-business marketing. I loved the case study methodology, which is highly effective in helping you to retain content. I have already been able to translate the knowledge I gained in class into action and improve some of our offerings for our business partners."
Tamara Crawford, [Program Director], IBM, Worldwide Channel Marketing, U.S.