Prerequisites
- General entry requirements
Summary in English
The course starts with a traditional approach to marketing , so-called consumer marketing . The Uppsala School network approach forms the theoretical basis for understanding the features of industrial markets. Based on this, models and theories concerning industrial marketing, where even corporate purchasing is an important element, are developed. The course also covers the marketing of services and the special problems that arise when companies market their products in other countries. Different ways of conducting market research are also covered.