Ruhr-Universität Bochum

Sales & Marketing Department
Universitätsstraße 150
44801 Bochum

Telefon: +49 (02 34) 32 - 26596 Telefax: +49 (02 34) 32 - 14272 E-Mail: smd(at)rub.de

Der BdVM ist strategischer Partner des Sales & Marketing Departments.

B-to-B Marketing

Business-to-Business Marketing

The Sales & Marketing Department deals intensively with tasks of sales and marketing in the framework of business-to-business relations. In this scope business connections amongst companies and organizational costumers are investigated instead of relationships to end-consumers.

In contrast to business-to-costumer relationships, business-to-business relations are more complex especially in the area of solution-selling, which makes them an interesting area of research. The revenue generate with input- and investment commodities is much larger than the revenue generated by selling convenience goods. This circumstance leads to a situation where the buying process is complex and rational and (mostly) many individuals are involved, which gives a higher bargaining power to the buyer. B2B relationships thus differ largely from B2C relationship - factors that are critical for successful transactions in B2B settings are determined and analyzed by our research.

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