B2B Marketing (EBM808B05)

summary of the lectures and the book of B2B marketing

This document consists of an extensive summary of the three mandatory articles for the B2B course. It has a pleasant layout that makes it easy to read and learn. The mandatory articles: Gill, M., Sridhar, S., & Grewal, R. (2017). Return on engagement initiatives: A study of a business-to-business mobile app. Journal of marketing, 81(4), 45-66. Guesalaga, R., Gabrielsson, M., Rogers, B., Ryals, L., & Cuevas, J. M. (2018). Which resources and capabilities underpin strategic key account m...

This extensive summary contains all mandatory chapters of the book "B2B Customer Value Marketing -the essentials", (by Dr Jean-Pierre Thomassen). Only chapter 12 will not be discussed, due to the fact that this will not be exam material. The other 14 (!) chapters are discussed in detail. The document has a structured layout that makes learning the material easier than ever!

This is a summary for the B2B marketing course of the master Marketing Management at the Rijksuniversiteit Groningen. This summary contains all the chapters in the book that need to be studied for the upcoming exam.

This summary includes all the 14 chapters of the book "Customer Value Marketing" from J-P.R. Thomassen (2020). The summary also includes figures to make the text more clear. All the 14 chapters are part of the exam.

VTB assignment

Assignment 1 B2B Marketing

An extensive summary of the articles for the course B2B Marketing (MSc Marketing) at the University of Groningen.