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Customer-based Marketing Strategies PROF. ANNALISA TUNISINI; PROF. DANIELA CORSARO COURSE AIMS In recent times, companies are experiencing an increased level of complexity in managing their markets, due to different causes: globalization, digitalization, technological development and new forms of social interaction. In the new competitive context, customer-based marketing strategies aimed at capturing customer value expectations and generating and delivering expected value to customers have assumed a primary role for the company’s long-term successful market positioning. This course builds up on basic marketing concepts and provides students with recent and updated developments on customer based marketing strategies with particular attention to business market contexts. COURSE CONTENT Fundamentals of business-to-business marketing – Business-to-Business Markets and Marketing – Buyer Behavior – Inter-Firm Relationships and Networks Business-to-business marketing analysis and strategy – Business-to-Business Marketing Strategy – Researching Business-to-Business Markets – Business Market Segmentation Communicating and interacting with customers – Market Communication – Relationship Communication – Relationship Portfolios and Key Account Management Managing marketing processes – Managing Product Offerings – Routes to Market READING LIST R. BRENNAN-L. CANNING-R. MCDOWELL, Business-to-Business Marketing, Sage Publications, 2011, 2nd ed., ISBN: 9781849201568 Integrative materials will be provided and discussed in class. For attendant students some parts of the book can be replaced by such integrative materials and by the development of research projects. TEACHING METHOD Interactive lessons will be integrated with the discussion of research articles and business cases. ASSESSMENT METHOD Written exame. Additional grades will be assigned for work groups. NOTES Attendance is strongly recommended. Further information can be found on the lecturer's webpage at http://docenti.unicatt.it/web/searchByName.do?language=ENG or on the Faculty notice board.