Business-to-Business Marketing Strategy

As traditional forms of marketing continue to yield diminishing results, business-to-business marketers are seeking new ways to succeed in an evolving global economy. This updated leadership development program exposes you to the industry's best practices across a range of areas, including inbound marketing in Web 2.0, market selection, channel management, customer management, lead generation, product positioning, customer behavior, social media, and branding. By assessing markets, segments, and customers, you will emerge better equipped to develop and implement highly effective business-to-business marketing strategies that drive your organization's bottom line.

What You Can Expect
Focused on enhancing leadership capacity, this targeted leadership development program delves into the unique problems confronting business-to-business marketers. Through interactive lectures, case studies, and business simulations, you will gain new insights and frameworks for mastering marketing challenges and improving results.

Your Course of Study
Specifically designed by HBS faculty, the curriculum explores how our increasingly networked world has redefined the way companies establish and grow business relationships. You will learn how to leverage new technologies, platforms, and techniques—and prepare your business for the future of marketing.

Who Is Right for the Program
Designed for mid- and senior-level managers who are responsible for marketing, product development, and sales efforts, this program also is appropriate for entrepreneurs, purchasing and distribution managers, strategic planners, and managers from marketing support organizations.

Dates and Fees
May 25–28, 2010
Fee:$8,000

The program fee covers tuition, books, case materials, accommodations, and most meals.

Programs, dates, fees, and faculty are subject to change.

In accordance with Harvard University policy, Harvard Business School does not discriminate against any person on the basis of race, color, sex or sexual orientation, gender identity, religion, age, national or ethnic origin, political beliefs, veteran status, or disability in admission to, access to, treatment in, or employment in its programs and activities.