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AP/ADMS 4215

Business to Business Marketing

3.0 credits

Fall 2026

Topics

  • Derived demand in organizational markets
  • Business purchasing behaviour and segmentation
  • B2B pricing, value and services
  • Business brands and product decisions
  • Distribution and relationships with channel partners
  • Marketing communication and sales management
  • B2B strategy, planning and implementation

Readings

  • Required: F. Robert Dwyer and John F. Tanner, Business Marketing: Connecting Strategy, Relationships, and Learning (custom York University printing).
Sources